An optical coherence tomography apparatus includes a generation unit configured, based on interfering light produced by interfering a return beam and a reference beam of light emitted toward the object to be measured, to generate tomographic images of an object to be measured, an image processing unit configured to perform image processing for increasing image quality to at least one of the tomographic images generated by the generation unit, and a display control unit configured to display one of the tomographic images generated by the generation unit and then display the image on which the image processing is performed by the image processing unit on a display unit.