An image processing apparatus comprises a first acquisition unit configured to acquire an image shot by continuous shooting while emitting a flash; a second acquisition unit configured to acquire light emission information of the flash in the continuous shooting; a detection unit configured to detect a light emission variation of the flash based on the light emission information; a setting unit configured to set a parameter of a virtual light source for correcting a variation of brightness of the image shot by the continuous shooting due to the light emission variation based on a result of detecting the light emission variation; and a correction unit configured to correct the image shot by the continuous shooting based on the set parameter of the virtual light source.