An image processing apparatus determines a type of a display target content of a browser and acquires information on a size of a display part of the image processing apparatus. Further, the image processing apparatus displays the display target content on the display part by using the browser, on the basis of a determination result on the type of the display target content. When the display target content is determined to be a specific type of content, the apparatus enlarges the display target content in conformity with the size of the display part and displays the display target content, regardless of whether or not there is a size specification in the display target content, and when the display target content is determined not to be the specific type of content, the apparatus displays the display target content in accordance with a specification content included in the display target content.