A unit moving apparatus includes a unit provided to a main body in such a manner so as to be attached to and pulled out from the main body, a main-body guide portion provided to the main body and configured to guide the unit while restricting rotation of the unit at a time of attaching and pulling out the unit, a pull-in unit configured to apply a pulling force to the unit to pull the unit into the main body, and a unit restriction portion configured to restrict rotation of the unit in such a manner that the units rotates within an angle smaller than an angle to which the main-body guide portion restricts the unit's rotation when a rotation moment is generated by the pulling force of the pull-in unit applied to the unit and a load applied to the unit in a direction opposite to an attachment direction.