In an image pick-up apparatus including an image pick-up unit comprised of
color filters having different spectral characteristics, and serving to
pick up image of object, there are provided an adjustment unit for
adjusting color reproduction value and noise value representing noise
feeling, a matrix coefficient determination unit for determining matrix
coefficients on the basis of adjustment of the adjustment unit, and a
matrix transform processing unit for performing matrix transform
processing with respect to image which has been picked up at the image
pick-up device unit on the basis of the matrix coefficients.