A display apparatus according to the present invention includes: a display unit configured to display an image based on input image data on a screen; and a control unit configured to execute control to reduce an upper limit value of a display brightness range of a second area, which is different from a first area, of the screen of the display unit below an upper limit value of a display brightness range of the first area of the screen of the display unit, so that a power consumption of the display unit does not exceed a predetermined power consumption.