The image forming apparatus includes a latent image carrier that holds a latent image thereon, a developer carrier that develops the latent image on the latent image carrier by using a liquid developer including a toner and a carrier liquid, a squeeze roller being in contact with the latent image carrier, that holds an image developed by the developer carrier, to squeeze the liquid developer on the latent image, and a control unit that applies a first bias to the squeeze roller, when a first position of the latent image carrier that does not hold the latent image is in contact with the squeeze roller, and that applies a second bias being different from the first bias to the squeeze roller, when a second position of the latent image carrier that holds the latent image is in contact with the squeeze roller.