According to an image forming apparatus of one embodiment, a business-type-based word database classifies and stores words for each business type. A business-type-based template database stores business-type-based templates in which plural icons to respectively invoke plural functions previously set for each business type are grouped. A word extraction unit extracts a word by analyzing character information included in print data. A coincidence number count unit compares the extracted word with the words stored in the business-type-based word database, and counts a coincidence number in a comparison result for each business type. A business type determination unit determines a business type of a user transmitting the print data based on the coincidence number. A template acquisition unit acquires a template relating to the determined business type of the user from the business-type-based template database. A display unit displays the acquired template on a screen.