An image capturing apparatus includes an image capturing unit, an image processing unit, a database, a display unit, a coordinate acquisition unit, a shooting parameter decision unit and a control unit. The image capturing unit acquires image data. The image processing unit performs image processing. The database includes a relationship between a sensitivity word pair and a change in a control parameter. The display unit displays an operation position together with the sensitivity word pair. The coordinate acquisition unit decides a value corresponding to the sensitivity word pair as a selected value. The shooting parameter decision unit decides a value of a shooting parameter based on the selected value. The control unit controls the image capturing unit or the image processing unit based on the value of the shooting parameter.