Abstract: A contact lens insertion apparatus incorporating an illuminated target for guiding the lens into the proper position on the cornea of an eye. The lens is held in place on the apparatus by a flexible cup that maintains a vacuum between itself and the lens. A suction breaking assembly enables easy removal of the lens from the apparatus once the lens has been properly positioned on the cornea. Also included is a lower eyelid opener which not only lowers the lid for easy insertion of the lens but also provides a pivot arm enabling the user to swing the applicator up, and easily and correctly position the lens on the eye.