diff --git a/packages/editor/src/components/rich-text/index.js b/packages/editor/src/components/rich-text/index.js
index 2033ce14cb8f7d..1729863ca8ab1c 100644
--- a/packages/editor/src/components/rich-text/index.js
+++ b/packages/editor/src/components/rich-text/index.js
@@ -713,9 +713,14 @@ export class RichText extends Component {
 		if ( shouldReapply ) {
 			const record = this.formatToValue( value );
 
-			// Maintain the previous selection:
-			record.start = this.state.start;
-			record.end = this.state.end;
+			// If we always specify this the selection will go to this RichText
+			// regardless whether is is actually the currently selected one.
+			// So check if this RichText is the selected one.
+			if ( this.props.isSelected ) {
+				// Maintain the previous selection:
+				record.start = this.state.start;
+				record.end = this.state.end;
+			}
 
 			this.applyRecord( record );
 		}