This invention suppresses color shifts caused by quantization parameters used when encoding RAW image. An apparatus comprises a calculator which finds a color temperature of RAW image of a target frame, and calculates a gain value for each of color components in order to apply white balancing to the RAW image, a generator which generates a plurality of planes, each plane constituted by data of a single color component, from the RAW image, an adjusting unit which adjusts the white balance of each plane on the basis of the calculated gain, an encoder which encodes each plane by frequency-transforming, quantizing, and encoding each plane, and a controller which switches between encoding the plurality of planes generated by the generating unit or encoding the plurality of planes adjusted by the adjusting unit, on the basis of quantization parameters.