Some embodiments of an image capturing apparatus include a first display unit capable of displaying a captured image and a second display unit configured to display information related to image capturing, where the apparatus comprises a generating unit configured to generate a timecode corresponding to a frame rate at which an image capturing unit performs image capturing; a first display control unit configured to control so as to display the timecode generated in the generating unit on the first display unit at first intervals; and a second display control unit configured to control so as to display the timecode generated in the generating unit on the second display unit at second intervals that are longer than the first intervals.