An information processing apparatus configured to generate an image to be displayed on a display device including an image capturing unit includes, an image acquisition unit configured to acquire a captured image obtained by the image capturing unit, an estimation unit configured to estimate a position and an orientation of the image capturing unit based on the captured image, a first generation unit configured to generate an image of a virtual object based on the estimated position and orientation of the image capturing unit, a moving velocity acquisition unit configured to acquire a moving velocity of the image capturing unit, a second generation unit configured to generate an image representing the moving velocity, and a display control unit configured to cause the display device to display a composite image obtained by combining the image of the virtual object and the image generated by the second generation unit.