An apparatus is provided that includes a light source, a memory storing a visible light signal, a control circuit configured to control change in luminance of the light source in accordance with the visible light signal, and a receiver configured to receive another visible light signal, which rewrites over the visible light signal, by a communication method that is different from a visible light communication. The control circuit determines whether the visible light signal is rewritten by the another visible light signal or not when the receiver receives the another visible light signal, and the visible light signal is rewritten by the another visible light signal when the control circuit determines the visible light signal is rewritten by the another visible light signal. The control circuit controls the change in luminance of the light source to transmit the another visible light signal.