A print-direct printer for receiving and printing JPEG data from a DSC divides the area of a memory into a plurality of blocks, stores the received JPEG data in the memory on a block-by-block basis and decompresses the compressed JPEG data that has been stored in the memory, thereby expanding the JPEG data into image data. If it is determined that JPEG data to be expanded next has not been stored in the memory, then the DSC is requested for JPEG data corresponding to at least one block, in an amount that is less than the maximum amount of data transferable from the DSC, in addition to the JPEG data to be expanded.