A heating apparatus has an excitation coil; magnetic flux generator having a magnetic member core, the magnetic member core having a first magnetic core supported with a holder for the excitation coil and a rotatable second magnetic member core; an induction heat generating element for electromagnetic induction heat generation using the magnetic flux generated by the magnetic flux generator; a heating portion for receiving a recording material and for heating the recording material by the heat generated by the induction heat generating element; and a rotator for rotating second magnetic core to a different angular position to change a heat generation distribution in a longitudinal direction of the induction heat generating element.