An image processing apparatus operable to perform development processing by performing at least a tone conversion on RAW image data that is inputted image data, the image processing apparatus comprising: a setting unit configured to set a first tone conversion curve corresponding to a dynamic range of the image data; an adjusting unit configured to generate a second tone conversion curve by adjusting the first tone conversion curve so that luminance changes of a bright portion and a dark portion of the image data are visually equivalent; and a tone conversion unit configured to perform a tone conversion of the image data by using the second tone conversion curve.