A power transmission apparatus transmitting power to a power reception apparatus and communicating with the power reception apparatus by applying a communication method which allows communication in a wider communication range than a power transmittable range includes a reception unit which receives a notification signal for notifying the existence of a power reception apparatus by applying the communication method, an instruction unit which instructs a power reception apparatus having transmitted the notification signal to change a load impedance consuming received power, a determination unit which determines that the source power reception apparatus has changed the load impedance in accordance with the instruction, and a wireless power transfer unit which wirelessly transfers power to the power reception apparatus if the determination unit determines that the source power reception apparatus has changed the load impedance in accordance with the instruction.