An information processing apparatus includes at least one memory storing instructions and at least one processor that, upon execution of the instructions, is configured to operate as an instruction acquisition unit configured to acquire an instruction with respect to a virtual object in a mixed reality space from a user who is one of a plurality of users in the mixed reality space, a mode determination unit configured to determine, based on the acquired instruction, a display mode of the virtual object for another user in the mixed reality space, a viewpoint determination unit configured to determine, based on the determined display mode, a viewpoint with respect to the virtual object in the mixed reality space, and an image generation unit configured to generate an image of the mixed reality space including the virtual object viewed from the determined viewpoint.