An image pickup apparatus includes a touch detecting unit configured to be capable of detecting a touch operation performed on a touch panel; a viewfinder display unit configured to display a display indicating a set value of an item inside a viewfinder; and a control unit configured to execute control such that, in a case where a subject image is visible through the viewfinder, a set value of a first item is changed in response to a touch operation performed on the touch panel when a predetermined operation relating to image pickup is not being performed, and a set value of a second item that is different from the first item is changed in response to a touch operation performed on the touch panel when the predetermined operation is being performed.