A speed change control method and apparatus for an automotive automatic transmission includes a controller, which selects a shift pattern in which shift lines are set as a function of both throttle opening and vehicle speed when the temperature of operating oil of the transmission is higher than a predetermined temperature, and selects a shift pattern in which shift lines are set as a sole function of the vehicle speed when the operating oil temperature is lower than or equal to the predetermined temperature. The controller refers to the selected shift pattern, and determines a gear to be established, in accordance with a corresponding one or both of the vehicle speed and the throttle opening detected by sensors, to thereby reduce the frequency in occurrence of shift shock when the operating oil temperature is low.