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 a photo diary application program, so as to associate the image data and shooting situations with the photo diary application.