An apparatus is configured to heat a print medium in which a plurality of color development layers that develop colors in accordance with heating are stacked in correspondence with a plurality of colors so as to form an image on the medium by causing a desired color development layer in the plurality of color development layers to independently develop the color. The apparatus includes a printhead, an input unit configured to receive a print job, a generation unit configured to generate image data and cut information for specifying a cut position, a second generation unit configured to generate first and second pulses for driving the print head, and a drive unit configured to drive the print head to form an image on the medium and apply heat beyond a melting point to melt the medium so as to cut the medium.