A medium feeding apparatus includes a feeding portion that performs a feeding operation, which feeds a medium to a downstream side, and a reverse feeding operation, which feeds the medium to an upstream side, and a wind-up portion that performs a wind-up operation, which winds up a medium fed to the downstream side by the feeding operation, and a unwinding operation that unwinds the wound up medium, in which the wind-up portion performs the unwinding operation prior to the reverse feeding operation.