An ROI setting apparatus including an ROI recognition unit and an ROI control unit is provided. In one embodiment, the ROI recognition unit contains multiple ROI recognition modules for recognizing an ROI of image data according to various methods to obtain a recognition result. The ROI control unit selects one ROI recognition module out of the ROI recognition modules and sets ROI information based on the recognition result. The ROI recognition module may be selected according to an instruction from a user input via an operation unit, or a scene type selected by a scene selection switch of an image capture unit. The ROI control unit may perform operations such as selecting, enlarging, or reducing the ROI recognized by the ROI recognition module, or changing the ROI recognition conditions according to the respective instructions from the user input via the operation unit.