In an image pickup apparatus, a particular color signal is extracted from an input video signal based on the selected image taking mode information, white balance control amount calculating means calculates a control amount based on the extracted video signal of the particular color, the white balance correcting means corrects the white balance of the video signal according to this control amount, and then the color correcting means corrects the particular color signal in the video signal based on color correction parameter values set in advance. Subsequently, low chroma color suppression processing means corrects the gain amount of the video signal corresponding to the predetermined area centered at the origin in the color difference plane, from among the video signal corrected by the color correcting means, thereby correcting the particular color in the video signal and also correcting white balance deviated due to the correction of the particular color.