A brake control apparatus for a bicycle. The appratus has a control lever operatively connected with a control cable for pulling the cable and a force transmission ratio adjuster mechanism for adjusting a force transmission ratio in association with an operation of the control lever. The force transmission ratio is defined as a ratio obtained by dividing an output force from the cable associated with application of a unit input force to a certain lever position of the control lever. With the appratus of the invention, this force transmission ratio is so determined as to have a maximum value at a position during an entire stroke of the lever between a stroke start end and a stroke finish end and the maximum value position is on the side of the finish end after a play stroke on the side of the start end.