An image processing apparatus includes a control amount calculating unit configured to calculate an equivalent electric power value using a pixel value of an input video signal, the equivalent electric power value corresponding to an amount of energy involved when an image based on the video signal is displayed on a display unit, and to calculate a control amount for controlling display luminance of the display unit so that the equivalent electric power value becomes equal to a predetermined value, and a correction processing unit configured to control the display luminance using the control amount calculated by the control amount calculating unit.