It is desirable to provide a technology making it possible to enhance noticeability of a virtual object. Provided is an information processing apparatus (10) that includes a display controlling section (129) that causes a display device to start displaying a first virtual object while a user is moving in a real space, performs distance keeping control to substantially keep a distance between the user and the first virtual object, ends the distance keeping control in a case where a predetermined condition is satisfied, and changes the distance between the user and the first virtual object.