A page turning apparatus having a vacuum pad to vacuum suck the uppermost page of a booklet, a drive link plate to move the vacuum pad to pick up the uppermost page of a booklet at a predetermined angle in the direction of opening around a bound edge, a pinch-roller which goes under the uppermost page picked up at a predetermined angle, and a control unit which releases the vacuum suction of the vacuum pad, and moves the vacuum pad in the direction retreating from the uppermost page, after the pinch-roller goes under the uppermost page, and conveys a booklet so that the uppermost page is brought into contact with the pinch-roller, and opened.