A lens barrel drive apparatus which can be reduced in outside diameter to realize reduced diameter. A guide bar guides a lens along an optical axis. Hollow magnets are disposed on an outer peripheral side of the lens and have magnetized portions alternately magnetized to different poles in the circumferential direction. A cylindrical rotor is disposed rotatably with respect to the magnets, made of a soft magnetic material, and is comprised of magnetic pole portions opposed to the magnetized portions of the magnets. A coil energizes the magnetic pole portions of the rotor. A stator fixes the magnets and the coil. A conversion unit adapted to convert rotating movements of the rotor into forward and backward movements of the lens along the optical axis. The magnets have breaks formed along the optical axis, and the guide bar is disposed in the break of the magnets.