A sheet feeding apparatus includes a controller for shifting a sheet attractor from a stand-by state in which the attractor is away from a sheet accommodated in a sheet stacking device to an attraction state in which the attractor is elastically deformed to surface-contact with the sheet stacked on the stacker to electrostatically attract the sheet, to a separating state for separating the sheet from a lower sheet by lifting a downstream end of the sheet with respect to the feeding direction, and to a spaced state in which the attractor spaces the attracted sheet from the lower sheet, the controller changing a slackness of the attractor in the separating state on the basis of a stiffness information of the sheet.

Provided is a sheet feeding device and an image forming apparatus capable of performing sheet feeding by electrostatic adsorption at a low noise with a simple configuration. A first outer nip conveying roller 201b and a second outer nip conveying roller 202b that nip an adsorbing member 200 supported in a state an inside is loose by a first inner nip conveying roller 201a and a second inner nip conveying roller 202b are provided.

A tiltenator of a media separator module (integrated within a valuable media depository) adaptively controls pressure maintained against a bunch of media as individual items from the bunch are fed through the media separator module.