A power supply apparatus comprises: a power supply unit configured to perform wireless power supply to an electronic device; a communication unit configured to communicate with the electronic device using power for the wireless power supply; one or more processors; and a memory storing instructions which, when the instructions are executed, cause the power supply apparatus to function as: an acquisition unit configured to acquire information for performing communication using the power; and a control unit configured to control communication with the electronic device based on the information, wherein in a case where the electronic device can perform communication using the power, the control unit controls the communication unit such that a modulation degree indicating a degree to which an amplitude changes in amplitude modulation for the communication is smaller the higher the power transmitted is.