An image projection apparatus includes a projection unit configured to project an image onto a projection target; a recognition unit configured to recognize an instruction action for the image being projected by the projection unit; a storage control unit configured to store correspondence information in which multiple instruction actions are associated with image output controls, respectively, for each type of image in a storage device; a determination unit configured to determine, on the basis of the type of the image being projected by the projection unit, correspondence information for image output control; and a projection control unit configured to perform, on the basis of the correspondence information determined by the determination unit and the instruction action recognized by the recognition unit, image projection control corresponding to the image output control that is associated with the instruction action.