A roll medium lifting device of a recording apparatus includes: an elevating unit that has a loading unit therein and can be raised and lowered in the vertical direction; an operation lever that is rotatable about a fulcrum; and a cam that performs force transmission by converting rotational movement of the operation lever in the vertical direction to vertical movement of the elevating unit at a position closer to the fulcrum in the operation lever. Further, when the operation lever is rotated to cause the cam to move the elevating unit upward, a portion of the cam that makes contact with the elevating unit faces to the moving direction when the elevating unit is moved upward.