In an image generating apparatus, a setter is configured to variably set, for an image capturing task at a next capturing cycle, first and second shutter times and a total gain. The total gain is based on combination of an analog gain and a digital gain. An allocating unit is configured to obtain a threshold gain based on the first and second shutter times and a compression characteristic. The allocating unit is configured to variably allocate the total gain to at least one of the analog gain and the digital gain in accordance with a comparison among the total gain, the threshold gain, and an upper limit for the analog gain.