Input unit inputs RAW data. Print data generating unit generates print data from an image to be printed. The print data allows a print unit to print the image to be printed. Correct unit sets a color balance operation value or a luminance operation value based on the RAW data, and enforces a color balance correction corresponding to the color balance operation value or a luminance correction corresponding to the luminance operation value on the RAW data. Image generating unit generates an image as the image to be printed from the RAW data with the color balance correction or the luminance correction enforced thereon using a demosaicking processing and a tone reproduction processing.