An apparatus comprises a first acquisition unit which acquires an captured image in a real space from an image capturing unit provided for a display apparatus; a second acquisition unit which acquires data, from a measuring unit provided for the display apparatus, indicating a distance from the display apparatus to an object in the real space; a generating unit which generates, based on the data acquired by the second acquisition unit, an image by superimposing CG on the captured image; and a setting unit which sets a measurement frequency of the measuring unit to a first frequency if a specific object is included in the captured image, and sets the measurement frequency of the measuring unit to a second frequency lower than the first frequency if the specific object is not included in the captured image.