An image pickup apparatus including a photoelectric conversion element, first, a shutter speed for still-image pickup is set. Next, an image-pickup frame rate is set on the basis of the shutter speed for still-image pickup. Then, an operation of the photoelectric conversion element is controlled such that picked-up images are output at the set image-pickup frame rate. When the image-pickup frame rate that is set is higher than a moving-image-reproducing frame rate, a frame for use in a moving-image reproduction is generated from a plurality of frames of the picked-up images and reproduction is performed at the moving-image-reproduction frame rate.