An image sensing apparatus executes a plurality of tone corrections respectively suited to different luminance distributions of images. The image sensing apparatus analyzes a luminance distribution of sensed image data, selects, based on an analysis result, at least one of a first tone correction which suppresses luminance saturation of image data, a second tone correction which converts luminance values of all luminance regions so that a maximum luminance value of sensed image data becomes a largest possible luminance value of the image data, and a third tone correction which multiplies a luminance value of a low-luminance region, which is set in advance, of sensed image data by a gain larger than gains of other luminance regions, as a tone correction to be implemented for sensed image data, and limits, when a correction based on the second tone correction is selected, implementation of a correction based on the third tone correction.