A wireless power transmission apparatus includes a first antenna unit configured to perform wireless power transmission with another apparatus, a communication unit configured to include a second antenna unit which is different from the first antenna unit and perform communication for authentication in the wireless power transmission with the other apparatus using electric power received through the first antenna unit, a load configured to operate using the electric power received through the first antenna unit; and a transformation unit configured to be connected to the first antenna unit and perform impedance transformation. The transformation unit performs impedance transformation in accordance with electric power consumed by the communication unit during the communication for authentication performed by the communication unit and performs impedance transformation in accordance with electric power consumed by the load when the authentication is successfully performed.