The present invention relates to an apparatus and a method for adaptively controlling RF transmission power in a wireless AV system. Disclosed is an apparatus for controlling RF transmission power, comprising: a control unit for setting RF transmission power on the basis of position information about a wireless data reception device; and a wireless communication unit for transmitting a wireless AV signal to the wireless data reception device at the set RF transmission power, adjusting the set RF transmission power on the basis of the RF reception sensitivity of the wireless data reception device, and transmitting the wireless AV signal to the wireless data reception device at the adjusted RF transmission power. A wireless AV signal is transmitted at optimal RF transmission power even when a position, such as that relating to a distance and an angle, between devices is changed, and thus a wireless AV system for increasing power consumption efficiency can be implemented.