An image processing apparatus divides image data captured while a flash light is not emitted into a plurality of areas, calculates color evaluation value for each of the divided areas. The apparatus divides image data captured while the flash light is emitted into a plurality of areas and to calculate color evaluation value for each of the divided areas. The apparatus determines a movement for each of the plurality of areas in accordance with the calculated color evaluation value and the calculated color evaluation value. The apparatus performs white balance processing into image data in accordance with the determined movement.