In an image capture apparatus, the data rate of image data output from the image capture device is changed by calculating a first data rate of the image data according to a first size of a variable display area that displays the image data. Information indicating the calculated first data rate is sent to the image capture apparatus. The size of the variable display area is changed to a second size responsive to a user command and a second data rate of the image data is calculated according to the second size. Information indicating the calculated second data rate is sent to image capture device.