An ultrasound diagnosis apparatus includes: a transmission/reception part that sequentially supplies a drive signal to each of a plurality of ultrasound transducers, and receives and processes a reception signal output from each of the plurality of ultrasound transducers; and a hardware processor that: converts sampling data of each of positions into pixel values, and generates a first ultrasound image; upscales the first ultrasound image in accordance with a predetermined sample number increase magnification, and thereafter applies resolution enhancement processing on the first ultrasound image and thereby generates a second ultrasound image; converts the second ultrasound image into a display image; and controls transmission/reception conditions of the transmission/reception part so that an image size of the second ultrasound image becomes close to an image size of the display image, on the basis of the image size of the display image and the sample number increase magnification.