A medium feeding apparatus includes a feeding roller, a separation roller which nips a medium between the separation roller and the feeding roller to separate the medium and to which a driving torque is applied by a driving source in a second rotation direction that is opposite to a first rotation direction in which the medium is fed to a downstream side, and a torque limiter that causes the separation roller to idle in the first rotation direction when a rotational torque applied to the separation roller in the first rotation direction exceeds a limit torque that is a predetermined upper torque limit, in which separation setting including a pressing load of the separation roller, a rotational speed of the separation roller, and the limit torque is changeable according to condition of feeding.