An information processing apparatus acquires, from each of a plurality of partial regions obtained by dividing an input image, likelihood information indicating a likelihood indicating certainty of presence of a particular object, based on the likelihood information, determines a region where the likelihood is greater than or equal to a first predetermined value among the plurality of partial regions, as a region where a threshold is to be adjusted to be lower, and estimates a number of particular objects by counting the likelihood with respect to each of the partial regions by excluding a likelihood less than the threshold among the likelihoods included in the partial regions from counting targets.