An image forming apparatus includes: an image forming part; a sheet container that contains sheets fed to the image forming part in a stacked state; a feed roller that feeds the sheet from the sheet container; a separation member in press-contact with the feed roller that separates the sheet at a contact point formed between the feed roller and the separation member; and a press-contact force reducing unit that reduces a press contact force of the separation member to the feed roller while maintaining an approximately constant sheet separating force with the separation member.