An apparatus is mounted on a vehicle that is autonomously driven and that is used for passenger transportation. The apparatus includes: a processor; and a memory storing thereon a computer program. When executed by the processor, the program causes the processor to perform operations including: selecting a target person who is at least one of humans who are present around the vehicle and are detected using sensing information about surroundings of the vehicle; acquiring a first state indicating a state of the selected target person; acquiring a second state indicating a state of the vehicle changing a speed setting of the vehicle in accordance with the first state and the second state; and controlling traveling of the vehicle at a speed indicated by the speed setting.