There is provided a power transmitting apparatus including a power transmission side communication unit for communicating with a power receiving apparatus, a power transmission unit for transmitting power to the power receiving apparatus in a non-contact manner, a transmission power information deriving unit for increasing discretely a first transmission power to transmit from the power transmission unit to the power receiving apparatus, and deriving information related to power transmission for determining a second transmission power corresponding to power desired by the power receiving apparatus based on reception of received power information transmitted from the power receiving apparatus at the power transmission side communication unit, indicating that a received power level meet a predetermined level, and a transmission power determining unit for determining the second transmission power to transmit to the power receiving apparatus based on information related to power transmission derived by the transmission power information deriving unit.