An aspect of the present invention provides an image taking apparatus comprising a flash emission device, a flash control device which adjusts a flash emission amount at the time of image taking using flash, an automatic focusing device which automatically performs focusing of an image taking lens, a determination device which determines, based on data on focusing performed by the automatic focusing device, whether or not a shooting distance is shorter than a normal shooting distance range at the time of image taking using flash, and a sensitivity setting device which sets a camera sensitivity at the time of image taking using flash, the sensitivity setting device which sets a camera sensitivity lower than a standard camera sensitivity set in advance with respect to the normal shooting distance range if the determination device determines that the shooting distance is shorter.