An image processing apparatus includes an image display unit and a luminance control unit. The image display unit includes pixels arranged in a matrix, each of which is formed of a first sub-pixel, a second sub-pixel, a third sub-pixel, and a fourth sub-pixel, and performs image display. The luminance control unit adjusts a ratio between a generation amount of first luminance generated by the first sub-pixel, the second sub-pixel, and the third sub-pixel and a generation amount of second luminance generated by the fourth sub-pixel. Over all input tones, the luminance control unit makes the generation amount of the second luminance lower than the generation amount of the first luminance and generates the second luminance so that a function representing a luminance value of the second luminance is continuous.