An image processing apparatus according to the present invention, includes: an input unit configured to receive a predetermined user operation for an image displayed on a display; a change unit configured to perform control of increasing a display range of the display in a case where the predetermined user operation is received by the input unit; a processing unit configured to perform gradation conversion on the image to improve gradation of a high brightness portion, based on the display range increased by the change unit; and a control unit configured to perform control of enabling the increase in the display range in accordance with the predetermined user operation in a case where the image satisfies a predetermined condition and disabling the increase in the display range in accordance with the predetermined user operation in a case where the image does not satisfy the predetermined condition.