A product identification apparatus for determining whether an inspection target product to be identified is the same as a predetermined verification product includes: an extraction unit configured to extract an input pattern formed of asperities on the surface of a predetermined part of the inspection target product from a captured image obtained by capturing the image of the predetermined part of the inspection target product; and a comparison unit configured to compare the input pattern with an identification pattern extracted from a captured image obtained by capturing in advance the image of a part of the verification product so as to determine whether the input pattern is the same as the identification pattern or the input pattern includes the identification pattern.