A coil forming apparatus for forming a continuous-pole coil having a plurality of single-pole coils includes a winding jig rotatable around a center swing axis. The winding jig includes: a holder rotatable around a center axis of rotation different from center swing axis; and a plurality of coil bobbins arranged around said holder and mounted for reciprocal movement between advanced and retracted positions relative to the holder. Each individual coil bobbin has a winding axes which can be aligned with the center swing axis by turning the winding jig around the center axis of rotation. The single-pole coils having little twist can be stably formed for any coil bobbin to thereby form the continuous-pole coil.