A stretching device for stretching an apex filler strip prior to application to a bead for a tire, wherein the apex filler strip, in cross section, is provided with a base portion, a tip, a tapering portion extending from the base portion to the tip and two sides defined by the tapering portion, wherein the stretching device comprises a stretching roller that is rotatable about a rotation axis and a plurality of guides for guiding the apex filler strip in a loop around a part of the circumference of the stretching roller, wherein the stretching roller is provided with a circumferential profile that is arranged for supporting the apex filler strip in the loop at one of its two sides in a stretching orientation with the one side under a support angle with respect to the rotation axis of the stretching roller and with its tip radially outside of the base portion with respect to the rotation axis of the stretching roller for stretching said tip, wherein the plurality of guides is arranged for receiving the apex filler strip in an entry orientation towards the stretching roller and for discharging the apex filler strip in an exit orientation away from the stretching roller, wherein the plurality of guides is arranged for guiding the one side of the apex filler strip in the entry orientation and the exit orientation under angles different from the support angle with respect to rotation axis of the stretching roller such that the apex filler strip is twisted in the transition from the entry orientation to the stretching orientation and in the transition from the stretching orientation to the exit orientation over a twisting angle of at least forty-five degrees, wherein the plurality of guides comprises an entry guide for guiding the entry of the apex filler strip into the stretching device in the entry orientation, wherein the entry guide comprises an entry roller with a rotation axis extending parallel to the rotation axis of the stretching roller, wherein the plurality of guides comprises a first twist guide for guiding the twisting of the apex filler strip in the transition between the entry orientation and the stretching orientation, wherein the first twist guide comprises a first twist roller with a rotation axis extending transverse or perpendicular to the rotation axis of the stretching roller, wherein the plurality of guides comprises a second twist guide for guiding the twisting of the apex filler strip in the transition between the stretching orientation and the exit orientation, wherein the second twist guide comprises a second twist roller with a rotation axis extending transverse or perpendicular to the rotation axis of the stretching roller, and wherein the rotation axes of the first twist guide and the second twist guide are parallel or collinear.