An objective of the present invention is to provide a technique capable of generating a virtual viewpoint image without causing any visually uncomfortable feeling. In order to achieve this objective, a first image obtained by being captured from a first viewpoint at a first image capture time, and a second image obtained by being captured at a second image capture time different from the first image capture time are acquired. To each of pixels in a non-image capture area corresponding to a portion of a subject not captured in the first image of a first virtual viewpoint image that is generated in a pseudo manner based upon the first image and can be acquired by being captured from a first virtual viewpoint different from the first viewpoint, a pixel value is added in accordance with the second image.