diff --git a/packages/editor/src/components/rich-text/index.js b/packages/editor/src/components/rich-text/index.js
index de0e7dd5aa363..0731916d6a1a7 100644
--- a/packages/editor/src/components/rich-text/index.js
+++ b/packages/editor/src/components/rich-text/index.js
@@ -688,9 +688,12 @@ 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;
+			// Maintain the previous selection if the instance is currently
+			// selected.
+			if ( isSelected ) {
+				record.start = this.state.start;
+				record.end = this.state.end;
+			}
 
 			this.applyRecord( record );
 		}