An image processing apparatus that generates, from an image data obtained through shooting, image data for display that depends on a display mode being set is disclosed. The image processing apparatus applies, in generation of the image data for display, a tone characteristic that depends on the display mode being set, to the image data. The image processing apparatus controls strength of noise reduction processing and/or sharpness processing depending on a combination of a tone characteristic applied to the image data and a display mode being set.