An apparatus is provided for actuating a bicycle hub brake of the type having a fastening bracket adapted to be nonrotatably mounted relative to a bicycle frame, a brake drum, and a brake mechanism adapted to apply a braking force to the brake drum, wherein the brake drum rotates integrally with a bicycle hub around a hub axle. The apparatus comprises an actuating member and a rotating member. The actuating member is structured to be movably mounted relative to the fastening bracket for actuating the brake mechanism, and the rotating member is structured to be rotatably mounted relative to the fastening bracket independently of the actuating member. The rotating member includes an actuating member moving unit for moving the actuating member. The rotating member also includes a cable winding surface to wind a brake actuating cable thereon.