An image forming apparatus includes at least one memory that stores instructions, and at least one processor to execute the instructions to set a limit of a number of print pages, and receive a print job from an external apparatus. In a case where the received print job is a reserved print job for which a print setting has been made to wait for printing until a print start time specified by a user, a first counter indicating a reserved number of print pages based on the received reserved print job before starting execution of the received reserved print job is updated, and a second counter relating to an upper limit of a number of print pages in accordance with execution of printing based on the received print job is updated. In a case where a new print job is received in a state where a sum of the first counter and the second counter has reached the set limit of the number of print pages, a user is notified of a predetermined error.