An image forming apparatus includes a rotatable photoconductor, a charging unit, an exposure unit to expose the photoconductor to reduce an electrical potential at the photoconductor, a developing unit to charge the toner held on a toner bearing member with friction and attract the toner to the exposed portion on the photoconductor by supplying a development voltage from a first power source and using an electrical potential difference between the toner bearing member and the photoconductor in the development area, a reverse development voltage controller to supply a reverse development voltage while a non-charged portion on the photoconductor passes the development area, and a developer reducing potential applier to supply a development restraining potential and an absolute value smaller than a target charging potential to the photoconductor while the reverse development voltage is supplied.