An apparatus comprises an unit configured to obtain captured images captured at a plurality of positions/orientations; an unit configured to generate a guidance instruction for causing a captured image corresponding to a position/orientation substantially the same as a captured image of a stipulated state to be obtained; an unit configured to output the guidance instruction; an unit configured to determine whether or not one captured image obtained after output of the guidance instruction was captured at a position/orientation substantially the same as the captured image of the stipulated state; and an unit configured to, if the one captured image is determined to be captured at the position/orientation, generate or update a three-dimensional map from three-dimensional coordinates of a feature included in a captured image based on the plurality of captured images including the one captured image.