An image forming apparatus includes: a latent image holder that holds on its surface an electrostatic latent image in which an image portion and a non-image portion have different potentials; a toner carrying roller that carries a toner layer including both contact toner which directly contacts a surface of the roller and non-contact toner which contacts the contact toner but does not contact the surface of the roller; and an electric field forming unit that forms an alternating electric field to cause an electric field strength exerted between the non-image portion on the surface of the latent image holder and the surface of the toner carrying roller to be lower than a contact toner fly start electric field strength and higher than a non-contact toner fly start electric field strength, between the latent image holder and the toner carrying roller, as a toner fly electric field.