Abstract: A pinch control apparatus in a printer for controlling a pinch force exerted on a medium which is being fed into a printing zone is provided. The pinch control apparatus includes a camshaft rotatably mounted across a width of the medium, at least one cam attached to the camshaft, a plunger and a biasing rod. The cam has a predefined profile and is able to rotate with the camshaft. The plunger abuts the predefined profile of the at least one cam. The biasing rod extends from a pinch plate to the plunger to bias the pinch plate to a linefeed roller for exerting the pinch force on the medium therebetween. The pinch force exerted on the medium is controllable by the rotation of the camshaft.