The apparatus and method can suppress an increase in power consumption and reduce ink density unevenness caused by variations in the amount of ink discharge upon performing printhead temperature retaining control. The printing apparatus, which prints on a print medium by scanning a printhead having a printing element for generating thermal energy, includes a determination unit which predicts a maximum temperature which the printhead reaches in printing, and determines a target temperature based on the predicted maximum temperature, and an adjustment unit which adjusts the temperature of the printhead in printing on the basis of the target temperature.