diff --git a/packages/rich-text/src/apply-format.js b/packages/rich-text/src/apply-format.js
index c2b96af10d6002..892eb39c2dedca 100644
--- a/packages/rich-text/src/apply-format.js
+++ b/packages/rich-text/src/apply-format.js
@@ -59,13 +59,6 @@ export function applyFormat(
 					replace( newFormats[ endIndex ], index, format );
 				endIndex++;
 			}
-		// Otherwise, insert a placeholder with the format so new input appears
-		// with the format applied.
-		} else {
-			return {
-				...value,
-				activeFormats: [ ...activeFormats, format ],
-			};
 		}
 	} else {
 		// Determine the highest position the new format can be inserted at.
@@ -92,5 +85,12 @@ export function applyFormat(
 		}
 	}
 
-	return normaliseFormats( { ...value, formats: newFormats } );
+	return normaliseFormats( {
+		...value,
+		formats: newFormats,
+		// Always revise active formats. This serves as a placeholder for new
+		// inputs with the format so new input appears with the format applied,
+		// and ensures a format of the same type uses the latest values.
+		activeFormats: [ format, ...activeFormats ],
+	} );
 }
diff --git a/packages/rich-text/src/test/apply-format.js b/packages/rich-text/src/test/apply-format.js
index 67d2c3ff082971..f203b032553e53 100644
--- a/packages/rich-text/src/test/apply-format.js
+++ b/packages/rich-text/src/test/apply-format.js
@@ -23,6 +23,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ em ],
 			formats: [ [ em ], [ em ], [ em ], [ em ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), em, 0, 4 );
@@ -39,6 +40,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ em ],
 			formats: [ [ strong, em ], [ strong, em ], [ strong, em ], [ strong, em ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), em, 0, 4 );
@@ -55,6 +57,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ em ],
 			formats: [ [ strong, em ], [ strong, em ], [ strong, em ], [ strong, em ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), em, 0, 4 );
@@ -71,6 +74,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ strong ],
 			formats: [ [ strong ], [ strong, em ], [ strong, em ], [ strong ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), strong, 0, 4 );
@@ -87,6 +91,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ strong ],
 			formats: [ [ strong ], [ strong, em ], [ strong, em ], , ],
 		};
 		const result = applyFormat( deepFreeze( record ), strong, 0, 3 );
@@ -103,6 +108,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ strong ],
 			formats: [ , [ strong, em ], [ strong, em ], [ strong ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), strong, 1, 4 );
@@ -119,6 +125,7 @@ describe( 'applyFormat', () => {
 		};
 		const expected = {
 			...record,
+			activeFormats: [ strong ],
 			formats: [ , [ strong, em ], [ strong ], [ strong, em ] ],
 		};
 		const result = applyFormat( deepFreeze( record ), strong, 1, 4 );
@@ -134,6 +141,7 @@ describe( 'applyFormat', () => {
 			text: 'one two three',
 		};
 		const expected = {
+			activeFormats: [ strong ],
 			formats: [ , , , [ strong ], [ strong, em ], [ strong, em ], [ em ], , , , , , , ],
 			text: 'one two three',
 		};
@@ -152,6 +160,7 @@ describe( 'applyFormat', () => {
 			end: 6,
 		};
 		const expected = {
+			activeFormats: [ strong ],
 			formats: [ , , , [ strong ], [ strong, em ], [ strong, em ], [ em ], , , , , , , ],
 			text: 'one two three',
 			start: 3,
@@ -190,6 +199,7 @@ describe( 'applyFormat', () => {
 			end: 4,
 		};
 		const expected = {
+			activeFormats: [ a2 ],
 			formats: [ , , , , [ a2 ], [ a2 ], [ a2 ], , , , , , , ],
 			text: 'one two three',
 			start: 4,