Abstract: An electric shock fishing lure apparatus includes a main housing body portion defining an interior area. A battery is positioned in the interior area. A conductive switch shaft is electrically connected to the battery and is situated in a distal end of the main body portion and movable between an extended configuration in which the switch shaft is energized by electrical current from the battery and a retracted configuration in which the switch shaft is not energized by current from the battery. A spring is coupled to the switch shaft and to the distal end of the housing for biasing the switch shaft toward the retracted configuration. A hook member is situated outside the interior area of the main housing body portion and operatively coupled to an outside end of the switch shaft, the electrically conductive hook member being energized when the switch shaft is at the extended configuration.