An image pickup apparatus capable of preventing an idle capacity from running short during consecutive photographing without increasing a storage capacity of a storage device that temporarily retains data is provided. The image pickup apparatus comprising an image pickup unit configured to continuously perform image pickup and obtain raw data, a storage unit configured to temporarily store the raw data, a developing unit configured to develop the raw data, and a control unit configured to control so as to omit a part or all of a development processing of the raw data performed by the developing unit based on a usage status of the storage unit or a similarity degree between images of the raw data.