1. An apparatus comprising: a camera; and circuitry configured to: acquire an image of real space by the camera; cause a display to display a virtual object in a first position and a first attitude, the first position and the first attitude having been determined based on a three dimensional position and attitude of at least one object within the real space, and the three dimensional position and attitude of the at least one object having been detected based on the acquired image; receive a user instruction indicating a change of an attitude for the virtual object; and is cause the display to display the virtual object by gradually changing from the first attitude to a second attitude in response to the user instruction, wherein the first attitude is characterized such that a base plane of the virtual object is substantially parallel to one plane of the at least one object within the real space, and wherein the second attitude is characterized such that a normal vector of the base plane of the virtual object is substantially parallel to an optical axis of the camera.