Abstract: In an apparatus for controlling a D.C. motor used in the lifting and lowering operation of a window blind or an awning, pulses induced as a result of rotation of the motor rotor are used for delivering signals to a signal receiving means. The signal receiving means includes a counter for counting the induced pulses, a memory that stores the number of pulses required for the blind or awning to move between its end positions, and a comparator circuit for generating a control signal when the operating current to the motor exceeds a predetermined value, and delivers signals to stop the motor at the end positions of the blind or awning.