A pulse counting apparatus which has a simple structure and makes few count errors. When the number of pulses at a wrist or the neck of the user counted by means of palpation amounts to 10 and the user stops by using an S1 key the measurement of the pulse counting time period in a timer, it is determined whether the pulse counting time period is 3 seconds or less. If the time period is 3 seconds or less, it is determined that the pulse is miscounted, the value of the timer is cleared and "1" is set in a flag. As a result, the apparatus is switched to a measurement mode. If the time period exceeds 3 seconds, pulses per minute are calculated from the time period and the number of the pulses 10. An exercise intensity corresponding to the pulse is calculated from the pulse and the set age of the user. The pulse and the exercise intensity is displayed in a display.