An ink-jet printing apparatus, for printing an image based on image information on a printing medium by relatively moving an ink-jet printhead, detects the temperature of the ink-jet printhead by using a head temperature detection unit and outputs it to a driving frequency determination unit. The driving frequency determination unit acquires temperature information in units of pages of image information or predetermined image areas. If the acquired temperature is equal to or higher than a predetermined temperature, the driving frequency of the ink-jet printhead is decreased when a predetermined unit of the image information is printed.