An apparatus includes an imaging unit configured to capture an image of a subject formed on a surface having an array of a plurality of pixels, an acceptance unit configured to accept a designation of a pixel or a region including a plurality of pixels on the surface, a determination unit configured to determine an exposure of the pixel or the accepted region to have a predetermined luminance, and to determine an exposure of other pixels or other regions according to a distance from the pixel or the accepted region on the surface, and an output unit configured to output an image signal captured by the imaging unit at the determined exposure.