"I Can't Stop Loving You (Though I Try)" is a song written by singer-songwriter William Nicholls and first recorded by his short-lived project, White Horse – a collaboration between himself, Kenny Altman, and Jon Lind – and featured on the group's 1977 self-titled album.

William Morris Nicholls Jr is an English singer, songwriter, composer, record producer, and musical director. He was born into a musical family, his father Billy Nicholls (Sr.) being a double bassist and big band singer, performing with such bands as The Oscar Rabin Romany Band, Alan Green with his boys, the RAF band The Squadronaires and later performed on radio with Will Hay with Royal Command Performances. Nicholls first gained fame in the 1960s while still a teenager with his Pet Sounds-influenced album, Would You Believe, originally released on Immediate Records.