1. The image pickup apparatus comprising: photographic means for photographing a subject; directory creation means for creating directories according to shooting situations selected from multiple predetermined types of shooting situations; assigning means for assigning image data produced by the photographic means as a result of photography to the directories according to the selected shooting situations; attaching means for attaching identification information to the image data according to the selected shooting situations; and storage means for storing the image data to which the identification information is attached, together with an application program of one or more specified applications, so as to associate the image data with the applications.