An image forming apparatus includes plural rotating members that are rotatable; an annular circulating member that is wound around the plural rotating members and circulates when the rotating members rotate; a retaining member attached to an attaching portion of the circulating member and that circulates together with the circulating member, the retaining member being configured to retain a recording medium in an area where the attaching portion comes into contact with one of the rotating members; an image forming section that forms an image on the recording medium at an image forming position defined on a circulation path along which the circulating member circulates; a delivering unit that delivers the recording medium to a retaining position where the recording medium is to be retained by the retaining member; a detector that detects rotation of the one rotating member; and a controller that controls delivery of the recording medium from the delivering unit to the retaining position, the delivery being controlled with reference to information detected by the detector.