An image processing apparatus includes a setting unit configured to set, within an image, a specified region which is associated with a set quantization parameter, a determination unit configured to determine a quantization parameter to be used in encoding of an image of an outside of the specified region, in such a manner that a generated code amount obtained by encoding the image becomes a target code amount, and a changing unit configured, in a case in which the specified region is changed when the determination unit is activated, to change a quantization parameter of the image to a predetermined fixed value in such a manner that an image quality of the image becomes lower than a previous image quality obtained from a quantization parameter set for the specified region before the change.