The invention generates an image having a sense of speed in conformity with each of a plurality of subjects in an image so as to generate an image in which a subject that the user wishes is made stationary. An apparatus comprises an acquiring unit which acquires a plurality of pieces of image data captured consecutively; an identifying unit which identifies a subject in the image data; and a generating unit which generates a first composite image in which at least two pieces of image data, among the plurality of pieces of image data, are composed in accordance with a motion of a first subject, and a second composite image in which at least two pieces of image data are composed in accordance with a motion of a second subject whose motion is different to the motion of the first subject.