At least one exemplary embodiment is directed to an image coding apparatus configured to encode moving image data including: a coding unit configured to encode each picture in the moving image data in a unit of a first block; a luminance change detection unit configured to divide the moving image data into a plurality of second blocks and to detect a luminance change block in which a luminance change occurred from the plurality of the second blocks in one picture; and a code amount adjustment unit configured to increase an amount of code allocated to the first block if the first block corresponds to the luminance change block detected by the luminance change detection unit.