An image processing apparatus comprises an image acquiring unit configured to acquire an image; a representative-color acquiring unit configured to acquire a representative color, which is a color representing a target region where the correction is performed, from the acquired image; and an image correcting unit configured to perform correction processing on the image on the basis of a set reference color, wherein the image correcting unit updates the reference color with the representative color when similarity between the representative color corresponding to the processing target image and the reference color is equal to or smaller than a predetermined threshold, and does not update the reference color when the similarity is larger than the predetermined threshold.