An endoscope apparatus includes alight source, a bendable insertion section to be inserted into an observation target, a light guide path which is provided in the insertion section and which guides light emitted from the light source, an illumination light emitter which is provided at the distal end of the insertion section and which emits at least some of the light guided by the light guide path to the observation target as illumination light, a curvature sensor which detects a bending shape of at least part of the insertion section, and an illumination light controller which controls an optical characteristic of the illumination light on the basis of the bending shape of the insertion section detected by the curvature sensor.