An apparatus includes an acquisition unit configured to acquire a first control value related to white balance based on an input image, a determination unit configured to determine whether a first area including the acquired first control value is changeable, a control unit configured to change the first area to a second area based on a result of determination by the determination unit, and a calculation unit configured to calculate a second control value related to the white balance to be applied to the input image in the second area in a case where the first area is changed to the second area, wherein the control unit changes the first area to the second area by stages.