Provided are an image processing apparatus and a computer-readable storage medium capable of adjusting to an optimum bit rate. In a case where an average bit rate is smaller than a target bit rate, a mobile communication terminal sets an encoding parameter for high image quality in an internal register of an encoding parameter manager to increase the bit rate. In a case where the average bit rate is larger than the target bit rate, the mobile communication terminal sets an encoding parameter for low image quality in the internal register of the encoding parameter manager to reduce the bit rate. Therefore, the mobile communication terminal can encode YUV data at an optimum bit rate.