An image processing apparatus comprises: an obtainment unit configured to obtain an image; a setting unit configured to set, based on a shading status of a region of a first subject out of a plurality of subjects included in the image, a virtual light source for virtually emitting light on a region of a second subject in the image that is different to the first subject; and a generation unit configured to generate an image having a shading status such that light based on the set virtual light source is emitted onto the region of the second subject.