An ultrasound imaging apparatus comprises an image processor configured to acquire, based on 3D ultrasound data for generating a 3D ultrasound image (1040) of an object, at least one 2D ultrasound image comprising at least one reference ultrasound image corresponding to at least one reference cross-section a controller configured to set a user-designated reference cross-section obtained by moving (e.g. rotating or tilting) a first reference cross-section selected from the at least one reference cross-section and control generation of at least one first ultrasound image (1010, 1020, 1030) corresponding to the set user-designated reference cross-section and a display configured to display the generated at least one first ultrasound image.
