An image sensing method and image sensing apparatus, including a subject detection unit and a flash unit, are provided. The method includes a first detection step of detecting a subject from image data obtained during preparation for main image sensing, a second detection step of detecting a subject based on reflected light data obtained during pre-flash after an instruction to begin main image sensing, a step of setting a flash illumination area based on a comparison result between a first proportion of the subject detected in the first detection step within a subject area in which the subject exists and a second proportion of the subject detected in the second detection step within the subject area, a step of calculating a flash illumination amount based on the set flash illumination area, and a step of controlling the flash unit during main image sensing based on the calculated flash illumination amount.