This application provides a head-up display apparatus (200) and method. The head-up display apparatus (200) includes: a visual positioning unit (210), configured to: obtain line-of-sight information of a user, and determine a target display area based on the line-of-sight information, where the target display area is a sub-area of an overall display area corresponding to an image display unit (240); an image determining unit (220), configured to determine an image of target content in the target display area, where the target content is content corresponding to the target display area in to-be-displayed content of the overall display area; an image control unit (230), configured to adjust a light field to generate a real image of the target content in the target display area based on the image of the target content; the image display unit (240), configured to display the real image of the target content; and an optical unit (250), configured to form a light beam based on the real image of the target content, to generate a virtual image of the target content. The head-up display apparatus and method can reduce power consumption of the head-up display apparatus (200), prolong a service life of a display element, and enable a user to obtain a good visual effect, thereby helping improve driving safety.