An image forming apparatus includes an image holding body, a transfer member, and a controller. The image holding body holds an image formed of toner. The transfer member is brought into contact with a continuous medium so as to transfer the image held by the image holding body to the continuous medium, and the transfer member is able to be brought into contact with and separated from the image holding body. The controller causes the transfer member to be separated from the image holding body, and after that, causes the image holding body to move so as to detect an inspection image formed on the image holding body, thereby adjusting, as image quality adjustment, a deviation of a position of the image or a deviation of density of the image to be formed.