An apparatus includes an image generation unit configured to generate, from an input image, a hierarchical image including a plurality of images different in frequency band from one another, a first gain map generation unit configured to generate a first gain map with use of the hierarchical image and a first tone characteristic, a second gain map generation unit configured to generate a second gain map with use of the first gain map and a second tone characteristic, and a processing unit configured to apply the second gain map to the input image.