At a start of sheet feeding operation, a feed cam starts to rotate in association with rotation of a feed shaft and a feed roller starts to rotate from a time when the feed shaft has passed an idle zone, so as to send out each of sheets on a rising and lowering plate. After that, the feed roller is returned to a feed initial position by a return mechanism including a conveyance roller and a feed rotatable member. A cam curve of the feed cam reduces a rising speed as compared to a rising speed of a conventional rising and lowering plate, and reduces generation of noise at the time of collision between the sheets on the rising and lowering plate and the feed rotatable member. Thus, an image forming apparatus having lower noise level can be provided.