An imaging apparatus notifies, to an external apparatus, a media content stored in a storage medium of the imaging apparatus, and a control content for use in a control of the imaging apparatus and having a same format as the format of the media content. When the control content is requested from the external apparatus, the imaging apparatus performs a control corresponding to the requested control content. The imaging apparatus determines whether the imaging apparatus notifies the media content or the control content according to an operation mode of the imaging apparatus.