There is provided an image processing apparatus comprising: an input unit configured to input object data including reflection characteristics of an object; an acquisition unit configured to acquire observation position data indicating the observation position of an observer and light source data indicating a surrounding light source around the image capture unit, on the basis of image data captured by the image capture unit; and a generation unit configured to generate image data, which image includes the object placed on the display unit, on the basis of the object data, the observation position data, and the light source data, wherein the image data indicate the image which is observed at the observation position when light from the light source is reflected by the object.