An image processing apparatus that generates a virtual viewpoint image based on images obtained by a plurality of cameras that capture an image capturing area from a plurality of directions and on viewpoint information indicating a position and direction of a virtual viewpoint, the image processing apparatus including: a determining unit configured to determine a priority of an object in the image capturing area; a control unit configured to control a display manner of the object in the virtual viewpoint image, based on the priority of the object determined by the determining unit, so that processing time related to generation of the virtual viewpoint image does not exceed a predetermined amount of time; and a generating unit configured to generate the virtual viewpoint image according to control by the control unit.