A measurement apparatus that is capable of positively generating a projection pattern suitable for a to-be-read object. A camera scanner as the measurement apparatus projects a projection pattern formed by a plurality of projection lines on a to-be-read object to thereby measure the bending of the to-be-read object. A distance to the to-be-read object is measured, and distance distribution information of the to-be-read object for identifying a shape, a size, and a position of the to-be-read object is generated based on the measured distance. The projection pattern is generated based on the generated distance distribution information of the to-be-read object.