According to one embodiment, an image identification apparatus comprises an image pickup unit, an illumination unit, an illumination control unit and an identification unit. The image pickup unit configured to pickup an image of an identified object. The illumination unit configured to irradiate light towards the image pickup area of the image pickup unit. The illumination control unit configured to change the irradiation condition of the illumination unit in accordance with the image pickup timing of the image pickup unit. The identification unit configured to identify the identified object according to the image picked-up by the image pickup unit.