Abstract: There is provided an image pickup apparatus excellent in color reproducibility without requiring a complicated circuit. In image pickup operation, a sum pixel signal (S.sub.CCD) output from a color image pickup element (100) is converted into digital sum pixel data (D.sub.CCD) through a sample/hold circuit (102) and an A/D converter (104). The digital sum pixel data is stored and held in a frame memory (106). In image reproduction, an arithmetic operation unit (108) executes an arithmetic processing program in a program memory (110) to read out the sum pixel data (D.sub.CCD) from the frame memory (106). The pixel data are multiplied by predetermined white balance adjustment coefficients, and color difference signals (B-Y) and (R-Y) of the horizontal lines are calculated.