Imaging apparatus for obtaining a user-intended image when orientation of the imaging apparatus changes in applying a special effect that changes the image quality in a set direction

A method for controlling an image processing apparatus including a display unit capable of sequentially displaying an image captured by an imaging unit, the method comprising:

• applying a special effect in a set direction to the captured image for displaying;
• detecting an orientation of the imaging apparatus;
• setting a direction of the special effect according to the detected orientation;
• and
• retaining, during a period for which an operation input continues, the setting of the direction of the special effect even when the detected orientation changes,
• wherein after an orientation detected by the detection unit is changed, the setting unit sets a position and a size of an area in which the special effect is not applied based on a position and a size of an area, in which the special effect is not applied, set before the detected orientation is changed.

An image processing apparatus comprising:

• a display unit configured to sequentially display an image captured by an imaging unit;
• a control unit configured to cause, while sequential display is being performed by the display unit, the imaging unit to capture a still image in response to an instruction for a shooting preparation including setting of a shooting condition and a subsequent instruction for a shooting operation;
• an image processing unit configured to apply a special effect for changing image quality in a set direction to the captured image for display;
• a detection unit configured to detect an orientation of the image processing apparatus;
• and
• a setting unit configured to set the direction of the special effect applied by the image processing unit according to the orientation detected by the detection unit,
• wherein, during a period for which an operation input for the shooting preparation continues, the setting unit retains the setting of the direction of the special effect even when the orientation detected by the detection unit changes,
• wherein the setting unit determines a position and size of an area in which the image quality is changed by the special effect according to the orientation detected by the detection unit, and
• wherein the setting unit determines the position and size of the area based on a relation between a vertical length of an image captured with the normal orientation of the imaging apparatus and a vertical length of the image captured with the vertical orientation of the imaging apparatus.