An augmented reality (AR) service apparatus includes a camera to capture an actual image, a controller to receive feature point information about the captured image from at least one of a plurality of base stations (BSs), detect a location of the camera by matching data of feature points with data of the image, and provide location-based information in a same direction as the captured image according to the location of the camera, and a display to realize an AR service by combining the captured image with the location-based information under control of the controller.