An image forming apparatus includes a cooler and a heater. The heater includes a heat generation unit, which includes resistive heat generators arranged in a longitudinal direction of the heater, a first electrode, a second electrode, a first conductor that connects the resistive heat generators in parallel with each other to the first electrode, and a second conductor that connects the resistive heat generators in parallel with each other to the second electrode. The first and second conductors are connected to at least one of the resistive heat generators on a first longitudinal end side of the heater from a center of the resistive heat generator in the longitudinal direction of the heater. A cooling ability of the cooler to a second longitudinal end side of the heater opposite the first longitudinal end side of the heater is greater than that to the first longitudinal end side of the heater.