To provide an imaging apparatus capable of properly changing display content of an image in accordance with a user viewing the image without performing special operation.

This imaging apparatus includes: a sub-imaging section 8 to image a user viewing a display by having an imaging direction directed in almost the same direction as an arrangement direction of the display constituting a display section 5; and a control section 1 for detecting a face of the user imaged by the sub-imaging section 8, discriminating a state of the detected face of the user or a portion of the face, and performing image processing on the image displayed on the display section 5 in accordance with the state of the face or the portion of the face. For example, if the user has blue pupils, a process to lower a color temperature (process by which white is tinged with red) is performed, and if the user is a boy, a process to increase a contrast is performed.