An image processing apparatus includes an acquisition unit configured to acquire viewpoint information for identifying a movement path of a virtual viewpoint relating to generation of a virtual viewpoint image, the virtual viewpoint image being generated based on captured images obtained by a plurality of cameras that performs imaging from a plurality of directions, and a control unit configured to determine a display area of a virtual object to be inserted into the virtual viewpoint image, wherein the control unit determines the display area of the virtual object in the virtual viewpoint image corresponding to a virtual viewpoint at a first point in time on the movement path identified from the acquired viewpoint information, based on the virtual viewpoint at the first point in time, and a virtual viewpoint at a second point in time on the movement path.