1. An image processing apparatus to reduce power consumption of a self-luminous display, the apparatus comprising: a parameter selection unit to select a parameter to adjust a degree to which power consumption is reduced; a scale factor setting unit to extract a high-frequency component of a current pixel in an input image and to set a scale factor according to the selected parameter and a size of the extracted high-frequency component; and a multiplier to multiply the current pixel by the set scale factor and to output a result of the multiplication.