An information processing apparatus includes a camera acquiring an image, a memory storing a feature value of an image associated with a location, and a processor. When a current location of the apparatus is not stored in the memory, the processor extracts a first area from an acquired image, acquires a first feature value of the first area, and when a feature value that is substantially identical with the first feature value is stored in the memory, determines the current location using a location stored in the memory in association with the feature value. When the current location is stored in the memory, the processor extracts a second area from an acquired image, acquires a second feature value of the second area, determines a location corresponding to the second area using the current location, and stores in the memory the determined location in association with the second feature value.