An image generating apparatus includes a position information acquiring unit that acquires position information indicating each of positions on a medium, an identification information acquiring unit that acquires identification information identifying an electronic document or the medium, the electronic document being a basis of a document image formed on the medium, an additional information acquiring unit that acquires additional information used for a user application program, and a code image generating unit that generates a code image indicating the position information acquired by the position information acquiring unit, the identification information acquired by the identification information acquiring unit, and the additional information acquired by the additional information acquiring unit.