1. An information processing apparatus comprising: an image acquiring unit configured to acquire an image of a measurement target object; a first position and orientation acquiring unit configured to associate a first geometric feature of a three-dimensional model with a first image feature corresponding to the first geometric feature within the image based on an approximate position and orientation of the measurement target object and acquire a first position and orientation of the measurement target object based on an association result; and a second position and orientation acquiring unit configured to, based on the first position and orientation, associate a second geometric feature of the three-dimensional model for determining an orientation component in a rotating direction around a rotational center axis of the three-dimensional model with a second image feature corresponding to the second geometric feature, and acquire a second position and orientation of the measurement target object by updating the first position and orientation so that a distance between the second geometric feature and the second image feature that are associated with each other becomes small.