An ultrasound imaging apparatus includes a processor configured to set an internal orifice of an uterus (IOS) point indicating the IOS of a cervix and an external orifice of an uterus (EOS) point indicating the EOS of the cervix, from a cervix line indicating a cervical canal, set a region of interest (ROI) of the IOS and a ROI of the EOS based on the IOS point and the EOS point, and calculate degrees of elasticity in the ROI of the IOS and the ROI of the EOS, and a display configured to display information indicating the degrees of elasticity in the ROI of the IOS and the ROI of the EOS.
