An image recording apparatus includes a toner transporting member that transports a toner layer while carrying the toner layer on a first surface of the toner transporting member, the toner transporting member including the first surface and a second surface; a heating unit including heating elements that contact the second surface that is opposite to the first surface of the toner transporting member, and that generate heat in accordance with image information, the first surface contacting a recording medium and carrying the toner layer; and a transferring unit that selectively transfers toner at an image portion to the recording medium as a result of causing each heating element of the heating unit to generate the heat with a temperature of the heating elements at the image portion and a temperature of the heating elements at a non-image portion being different from each other.