This disclosure provides a beam management method and apparatus, to quickly implement beam alignment. The beam management method is applied to a first device and includes: obtaining a first reference signal sent by a second device based on a first set beam, and determining a first beam based thereon such that a signal quality of the first reference signal obtained by the first device based on the first beam is the best; and sending a second reference signal to the second device based on the first beam, where the second reference signal is used to determine a second beam of the second device, and a signal quality of the second reference signal obtained by the second device based on the second beam is the same as that of the first reference signal obtained by the first device based on the first beam.