Abstract: An automatic brake control apparatus to be applied to a vehicle is configured to: detect, with an ultrasonic sensor, a position of an obstacle on reverse travel of the vehicle, in which the ultrasonic sensor is disposed in a rear part of the vehicle; set a brake operation area on plane coordinates corresponding to the detected position by the ultrasonic sensor; and actuate an automatic brake. The brake operation area includes a low-speed operation area and a high-speed operation area. The low-speed operation area is set on the reverse travel at a lower speed than a setting vehicle speed, and the high-speed operation area is set on the reverse travel at a higher speed than the setting vehicle speed. The high-speed operation area is wider than the low-speed operation area at least in a vehicle widthwise direction.