An image processing apparatus comprises a hardware processor. The hardware processor is configured to acquire a captured image of an area that includes a display area in which content is displayed by a display device and a peripheral area of the display area; acquire a content image data corresponding to the content; specify a display area in the captured image; produce process information based on the captured image; and perform image processing that includes combining an image based on the content image data with the display area of the captured image by using the process information.