To obtain higher-accuracy press formed products by stabilizing forming load during press forming.

A press forming apparatus includes cushion members 42 which are provided so as to be housed in hole parts 40 of a cushion plate 36, also brought into contact with the lower end parts of cushion pins 38 and with which forming load produced in the beginning of forming is absorbed. The cushion member 42 includes a single body 52, a first piston 56a and a second piston 56b which are arranged in series in the chamber of the body 52, a first pressure chamber 62a in which air for pressing the first piston 56a is supplied and a second pressure chamber 62b in which air for pressing the second piston 56b is supplied.