An apparatus obtains a captured image, obtains exposure setting relating to the captured image, obtains for luminance of a scene, sets a mode for generating the display image; and generates the display image by performing luminance conversion of the captured image depending on the set mode. The apparatus performs, in a case where a first mode is set, the luminance conversion of the captured image using a first conversion characteristic indicating that output luminance after conversion is determined for the luminance of the scene, and does not change depending on the exposure setting. And the apparatus performs, in a case where a second mode is set, the luminance conversion of the captured image using a second conversion characteristic indicating that the output luminance changes depending on the exposure setting.