According to one embodiment, a first calculation unit calculates a first feature amount concerning an edge direction in a specific region. A second calculation unit calculates a second feature amount concerning an edge intensity or a brightness value in the specific region. A storage unit stores filter characteristics. The each filter characteristic is associated with a first feature amounts range and a second feature amounts range which ultrasonic images suitable for the each filter characteristic may have. A selection unit selects a filter characteristic corresponding to both the calculated first feature amount and the calculated second feature amount. An image filter unit applies an image filter having the selected filter characteristic.