An image forming apparatus includes an image holding unit that holds a toner image, a transfer unit that transfers the toner image held by the image holding unit onto a medium in a transfer region, a reduction unit that is positioned further upstream than the transfer region and that reduces an electrical resistance of a first surface of the medium, the first surface being opposite to a second surface of the medium onto which an image is to be transferred, and a control unit that controls the reduction unit in accordance with a type of a medium to be used in such a manner that the electrical resistance of the first surface does not exceed a predetermined range.