A display control apparatus for assigning a content to an area of a screen of an in-vehicle display and for displaying the content is disclosed. When a display Instruction to display a new content different from a present content to an area is generated during displaying of the present content on the area, the display control apparatus selects either one of the present content and the new content as a display target of the area based on an importance degree of the new content and an importance degree of the present content.