An image forming apparatus includes an image forming device, a sheet feeding unit, a belt pressing member, and a moving unit. The sheet feeding unit includes an endless, dielectric belt to contact and attract the uppermost sheet to a surface thereof and feed in a sheet feeding direction, and an electric potential pattern forming unit to form an electric potential pattern on a surface of the dielectric belt. The moving unit moves the belt pressing member between a sheet attracting position and a sheet feeding position. The dielectric belt attracts the uppermost sheet at the sheet attracting position, the moving unit moves the belt pressing member to the sheet feeding position, and an entire flat portion of the dielectric belt feeds the uppermost sheet in the sheet feeding direction while carrying the uppermost sheet thereon as the dielectric belt rotates.