Disclosed is an image processing apparatus including: a derivation unit configured to derive a target luminance characteristic based on a viewing condition of an image and a print luminance characteristic predicted based a reflection characteristic corresponding to data thereon; a unit configured to generate print image data on an image by converting input image data by using a tone conversion characteristic that is set based on these characteristics, in which the derivation unit derives, in a case where a reproduction range of an illumination intensity in the print luminance characteristic is different, the target luminance characteristic so that a liner area of an output luminance in a case where the reproduction range is relatively large becomes large.