Abstract: Disclosed is an image quality improving apparatus, a digital photography apparatus having same, and a method for improving image quality, the image quality improving apparatus comprising: a zone-collected reduction filter (ZRF) which is disposed between a lens unit and an image sensor to let light which has penetrated the lens unit to penetrate and be irradiated on the image sensor, and by means of which the light penetration rate for every multiply partitioned area is controlled; an image processing unit for processing an image acquired by the image sensor into data; and a ZRT control unit for calculating the brightness of plurality of areas, into which the image has been partitioned, by means of the data processed by the image processing unit, and controlling the light penetration rate in the ZRF areas so as to reduce the brightness differential between the areas in the image.