1. An apparatus comprising: a camera; and circuitry configured to: acquire an image of real space by the camera; cause a display to display an image of 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; detect an attitude of the apparatus; and cause the display to sequentially display a plurality of images of the virtual object by gradually changing from the image of the virtual object in the first attitude to an image of the virtual object in a second attitude via a plurality of intermediate images of the virtual object between the first attitude and the second attitude when an angle between a normal vector of a base plane of the virtual object and an optical axis of the camera exceeds a threshold, wherein the first attitude is characterized such that the 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 the normal vector of the base plane of the virtual object is substantially parallel to the optical axis of the camera.