An image display apparatus includes a first acquiring unit configured to acquire first range information representing a first range for input image, a second acquiring unit configured to acquire second range information representing a second range for image display, a processing unit configured to generate processed image from the input image by image processing based on the first and second range information, and a display unit configured to display the processed image. By the image processing, a characteristic closer to a gradation characteristic of the input image is acquired as a gradation characteristic of the processed image in the second range, compared with a range outside the second range, within a range of brightness-related values of the input image.