A B757'S APU WAS SEEN SMOKING IN THE TERMINAL WINDOWS BY THE CREW. THE APU WAS SHUT DOWN; BUT FIRE EQUIP; ACR MAINTENANCE AND CUSTOMER SVC DID NOT RESPOND WHEN CALLED.

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AFTER CABIN READY AND COCKPIT DOOR CLOSED FO AND CAPT NOTICED IN REFLECTION OF TERMINAL GLASS A LARGE AMOUNT OF SMOKE COMING FROM TAIL OF PLANE. WE CALLED RAMP ON INTERPHONE TO HAVE THEM LOOK FOR FIRE OR FLAMES AS NO FIRE WARNING WAS INDICATED. COULD NOT GET GND PERSON ON INTERPHONE SO I HAD TO CALL RAMP TO GET EXTERNAL PWR BACK ON ACFT AND CUSTOMER SVC BACK TO OPEN CABIN DOOR. I SHUT DOWN APU. I THEN ASKED FO TO CALL RAMP AND HAVE THEM SEND FIRE TRUCK OUT IN CASE THERE WAS A FIRE THAT WAS NOT GIVING A WARNING. WE OPENED COCKPIT DOOR AND INFORMED PURSER ABOUT THE SITUATION AND TOLD THEM TO STAND BY THEIR DOORS AND BE READY FOR EITHER DISARM OR EVAC. THE SMOKE WAS STARTING TO DISSIPATE; HOWEVER AFTER SEVERAL MINS THERE WAS NO JETBRIDGE DRIVER SO I CALLED OPS ON THE RADIO AND TOLD THEM TO GET A BRIDGE UP OR WE WOULD START BLOWING SLIDES. IT WAS STILL SEVERAL MINS BEFORE THE DOOR WAS OPENED. I DON'T KNOW WHY BUT THE CUSTOMER SVC ON THE BRIDGE WOULD NOT DRIVE IT UP TO THE PLANE. ALSO NO FIRE TRUCK EVER CAME TO THE PLANE. I ASKED THE MAINT CREW IF THEY CANCELED THE TRUCK AND THEY SAID NO. I SUSPECT THE RAMP TWR NEVER CALLED THE FIRE TRUCK.