An inkjet printing apparatus adopting short pulse heating is designed to output a uniform image without unevenness. To this end, in a serial inkjet printing apparatus, a print head is subjected to a short pulse heating treatment before each print scan is carried out. In a case where a print medium is a first print medium, the print head is heated to a first target temperature before carrying out each of the print scans. In a case where the print medium is a second print medium, the print head is heated to a second target temperature lower than the first target temperature before carrying out each of the print scans.