In a multipass printing system, this invention prints a quality image even when the number of passes is reduced to increase a printing speed. For this purpose, in a multipass printing system which repetitively alternates a printing scan, which causes the print head to eject ink from the nozzles as it moves in the main scan direction, and a feeding operation, which feeds a print medium in a sub-scan direction, this invention sets the feed distance of the print medium according to a density of an image being printed on the print medium.