This invention enables deleting and protecting a part of sensed image data in accordance with a situation so as to enable efficient utilization of a finite capacity of a storage medium. To realize this, an image subjected to deletion from the image data stored in a storage medium is selected and displayed in a display unit of a digital camera. If a region of interest (ROI) is set in this image, a user is asked to select the ROI, non-ROI region, or entire image as the deletion target, and the designated region is deleted from the storage medium.