An apparatus and a method for forming an image is provided that uses a contact type transfer member and a retract mechanism so as to transfer a toner image onto a continuous medium, performs the transfer process stably onto various continuous media and reduces unnecessary transfer of toner from the contact type transfer member to the continuous medium.The unnecessary transfer of toner may be caused by a concentration of contact stress when the contact type transfer member (16), which is moved by a retract mechanism, contacts with the continuous medium (25). To dissipate the contact stress, the transfer member (16) contacts with the continuous medium (25) while the continuous medium (25) is steadily conveyed and the transfer member is steadily rotated. Accordingly, the transfer of the toner from the transfer member (16) to the continuous medium (25) may be reduced. Furthermore, the friction at the contact line may be reduced and thus staining of the continuous medium may be further reduced.