A posture control apparatus, comprising a control unit that determines, on a basis of a static acceleration component, a gravity direction in a holding apparatus holding an object to be held, the static acceleration component being computed on a basis of a first acceleration detection signal and a second acceleration detection signal, the first acceleration detection signal being acquired by detecting a dynamic acceleration component acting on the holding apparatus, the second acceleration detection signal being acquired by detecting the dynamic acceleration component and the static acceleration component acting on the holding apparatus, and controls, by controlling posture of the holding apparatus on a basis of the gravity direction, posture of the object to be held.