An imaging apparatus capable of performing image conversion such as white balance with a simple operation to obtain image data suited to user's preference, includes an imaging section, an image divider, a calculator, and an image converter. The imaging section images a subject to generate image data. The image divider divides a whole region of the generated image data into plural regions, and outputs first data including data in at least one of the divided regions and second data including data in at least one of other divided regions. The calculator calculates a first set value (for example, for correcting white balance of the image data) based on the first data, and a second set value based on the second data. The image converter generates first converted image data (for example, with corrected white balance) based on the first set value, and generates second converted image data based on the second set value.