An information processing apparatus includes a display unit having a plurality of display areas, a touch sensor unit that detects a predetermined operation by an operation medium on one of the plurality of display areas and to detect a position of the operation medium during the predetermined operation, and a startup control unit that displays a menu of icons in the plurality of display areas upon the touch sensor unit sensing the predetermined operation, the menu of icons being different depending on a combination of an orientation of the display unit, and which of the plurality of display areas the predetermined operation occurred in. The startup control unit launches an application program corresponding to an icon selected by the operation medium from among the displayed icons in the menu.