A setting apparatus sets a virtual viewpoint corresponding to a virtual viewpoint image that is generated based on images obtained by image capturing from a plurality of directions. The setting apparatus includes one or more hardware processors, and one or more memories that store instructions executable by the one or more hardware processors to cause the setting apparatus to determine a common image capturing area that is included within each of a plurality of fields of view, of a plurality of image capturing apparatuses used for obtaining at least a part of the plurality of captured images, and to cause a graphical user interface (GUI), used for setting the virtual viewpoint, to identifiably display the determined common image capturing area. In addition, the setting apparatus sets of the virtual viewpoint according to a user input based on the GUI identifiably displaying the determined common image capturing area.