A transmission apparatus includes: an encode section that encodes image data and is capable of controlling a generated code amount; a transmission section to wirelessly transmit the encoded image data; and a control section to detect a quality of a wireless transmission of the encoded image data and control, based on the detected quality, a wireless transmission rate as a transmission code amount of the transmission section per unit time and an image transmission rate as a generated code amount of the encode section per unit time, the image transmission rate being controlled within a first response time when being lowered and controlled within a second response time longer than the first response time when being raised.