An image forming apparatus comprises: a counting unit which counts the number of pixels at each tone level in a halftone image corresponding to an input image; a determination unit which determines a halftone region in the halftone image; an acquisition unit which acquires tone characteristic information of an output density of the image forming apparatus; a correction unit which obtains a density in a region to be formed by using a developing material from the number of pixels at each of the tone levels and information of the halftone region and correct the density in accordance with the tone characteristic information; and a first prediction unit which predicts a consumption amount of the developing material by using the density corrected by the correction unit.