To reduce the occurrence of flicker in an image with almost no movement and reduce the occurrence motion blur in an image with movement, an image processing apparatus detects movement information from acquired image data. The image processing apparatus causes a display unit to perform first light emission to display a first frame, and also causes the display unit to perform second light emission to display a second frame, the first frame and the second frame corresponding to one frame of the acquired image data. The image processing apparatus controls at least either light emission time periods of the first light emission and the second light emission or light emission luminances of the first light emission and the second light emission based on the movement information.