1. An image pickup apparatus comprising: an image pickup unit configured to capture an image of an object; a reception unit configured to receive an image pickup instruction from a user; a pattern recognition unit configured to perform pattern recognition on a part of a region where included in the image obtained at a predetermined timing through the image pickup unit before receiving the image pickup instruction; a memory configured to store a recognition result obtained through the pattern recognition performed using the pattern recognition unit; a controlling unit configured to control whether to update the recognition result stored in the memory with a current comparison result by comparing a recognition result newly obtained through the pattern recognition unit and the recognition result stored in the memory; a recording unit configured to record, in a recording medium, the image obtained by the image pickup unit in association with the recognition result stored in the memory, in response to the reception of the image pickup instruction by the reception unit; and a determination unit configured to determine whether an object in a newly obtained image obtained by the image pickup unit and an object used for obtaining the recognition result stored in the memory match with each other, wherein in a case where the determination unit determines that the objects match with each other, even when there is no region to perform the pattern recognition in the image obtained by the image pickup unit, the recognition result stored in the memory is kept, and wherein the recording unit records, in the recording medium, the image obtained by the image pickup unit in association with the recognition result stored in the memory, in response to the reception of the image pickup instruction by the reception unit.