An amount-of-developer regulating apparatus configured to restrict the amount of developer carried on a developer bearing member. The amount-of-developer regulating apparatus includes a flexible developer amount regulation member having a contact portion configured to contact with a developer bearing member, and first and second holding portions configured to hold the developer amount regulation member and to contact with the developer amount regulation member at further upstream and further downstream in a direction where the developer bearing member is rotationally moved than the contact portion. With a pressure distribution of the contact portion as to the developer bearing member, there are a plurality of local maximum values in the direction where the developer bearing member is rotationally moved. Thus, the apparatus can be reduced in size, and also image concentration unevenness after long-term use can be prevented.