An electric fire apparatus (110) having an improved simulated flame effect comprising: an outer casing (112) having an at least in part light-transmissible ember bed base (116) therein; a projection screen (124) positioned in front of the ember bed base (116); a rotating spindle (136) positioned below the ember bed base (116); a light source (138) arranged to direct light towards the rotating spindle (136); and a mirror assembly which defines a reflection chamber adjacent to the rotating spindle (136), the mirror assembly having at least a forward-facing reflective surface (134) for directing light scattered from the rotating spindle (136) through the ember bed base (116) onto the projection screen (124). An electric heating system is also provided.