Sound reproducing apparatus and method and a non-transitory storage medium are disclosed in the invention. A sound reproducing method used in sound reproducing apparatus that includes the steps outlined below is provided. A sound signal with a three-dimensional (3D) sound generating process is generated according to listener data and sound data. Whether a sound source position is within a target region relative to a listener position within a virtual environment is determined according to the listener data and the sound data. The sound signal is multiplied by an adjusting function to enhance peaks and valleys of the sound signal while maintaining a behavior of the sound signal when the sound source position is within the target region. The sound signal is reproduced. The apparatus and method can enhance voice signals according to the relationship between the listener and the position of a sound source without consumption of excessive computing resources.