A method and apparatus to evaluate print quality determines an indicator thereof by measuring a reflectance of printed dots by scanning a medium on which pattern data having a predetermined pattern is printed. The predetermined pattern includes a highlight region and a shadow region. An average of reflectances of the highlight region in the predetermined pattern and an average of reflectances of the shadow region thereof are determined, and a contrast value is determined from a difference between the averages. The indicator is determined from the contrast value. Accordingly, deterioration of print quality that occurs due to a mismatch of a print position is considered, and furthermore, a change in print gradation and a degree of mixing with noise components is also considered in the print quality evaluation.