An image processing apparatus adapted to perform tone correction of luminance of an image, comprises: a image dividing unit configured to divide the image into a plurality of blocks; a calculation unit configured to calculate a plurality of feature amounts of each of the blocks including a luminance value and calculate a saturated feature amount based on the plurality of calculated feature amounts, wherein the saturated feature amount represents color deviation tendency when the tone correction is applied to the image using a reference tone correction characteristic; a changing unit configured to change the reference tone correction characteristic according to the calculated saturated feature amount; and a correction unit configured to perform the tone correction based on the changed reference tone correction, wherein the changing unit weakens a degree of the reference tone correction characteristic when the saturated feature amount indicates a stronger tendency toward color deviation.