1. An image processing apparatus that obtains information of a digital watermark based on an image obtained by causing an image capturing device to capture a print product in which the digital watermark is embedded, comprising: an image capturing unit configured to cause the image capturing device to capture a plurality of areas on the print product by repeating continuous shooting a plurality of times, wherein the continuous shooting is performed under a plurality of image capturing conditions; a selection unit configured to select, from a plurality of images obtained by the continuous shooting by said image capturing unit, an image from which the information of the digital watermark is to be obtained; and an obtaining unit configured to obtain the information of the digital watermark based on the image selected by said selection unit from the plurality of images obtained by the respective times of the continuous shooting by said image capturing unit, wherein the plurality of the image capturing conditions correspond to a plurality of different focal lengths to the print product, and wherein said selection unit selects an image by using a predetermined criterion corresponding to a degree of an edge contained in each of the plurality of images obtained by the continuous shooting.