This invention relates to an apparatus and method capable of appropriately preventing a printing medium from being diagonally conveyed upon feed regardless of changes in printing medium feed conditions. In this invention, the maximum output value of a PWM signal is compared with the sum of a predetermined bias value and the PWM signal when a sensor detects the tip of a fed printing medium. If the sum is smaller than the maximum output value, it is monitored that the value of the PWM signal increases by the bias value. If the sum is equal to or larger than the maximum output value, it is monitored that the conveyance speed of the printing medium becomes smaller than a predetermined threshold value. Control is performed on the basis of the monitor results to stop driving a DC motor that supplies a driving force to rollers used for feed and conveyance.