An image capture apparatus comprises an inclination detection unit which detects an inclination of the image capture apparatus, a display unit which displays the inclination of the image capture apparatus, and a predetermined reference orientation set for the image capture apparatus, a still state determination unit which determines that the image capture apparatus is in a still state, if a variation of the inclination falls within a predetermined range, and a reference orientation setting unit which sets the reference orientation of the image capture apparatus, wherein the reference orientation setting unit does not set the reference orientation if the still state determination unit determines that the image capture apparatus is not in the still state.