An image sensing apparatus calculates the first white balance control data on the basis of representative values of data for respective color components for at least some of image sensing data, or data of average values of the color components. The apparatus calculates the second white balance control data obtained by correcting the first white balance control data on the basis of the correlation between the first flashing information sent from an electronic flash device and the second flashing information sent from the electronic flash device in photography. The apparatus performs white balance adjustment in regular photography using the second white balance control data.