An image processing apparatus comprises a changing unit configured to change a display area of an image from a first display area to a second display area including at least a portion of the first display area, an acquiring unit configured to acquire a first value indicating luminance, in which brightness contrast is considered, in an image displayed in the first display area and a second value indicating luminance, in which brightness contrast is considered, in an image displayed in the second display area, and a correcting unit configured to correct luminance of the image displayed in the second display area based on the first value and the second value that are acquired by the acquiring unit.