An information processing apparatus comprising: acquisition means (401, 408) configured to acquire a measurement result obtained by measuring a characteristic value of a printing medium with measuring means, the printing medium to be printed with printing means; and decision means configured to decide a candidate for a type of the printing medium based on the measurement result of the printing medium, acquired by the acquisition means, and a reference characteristic value of each of types of printing media set in advance to identify a type of the measured printing medium; characterized in that the information processing apparatus further comprises: notification control means configured to cause notification means to provide information indicating the candidate for the type of the printing medium, decided by the decision means; input means configured to input information associated with the type of the printing medium to be printed with the printing means after the notification means provides the information indicating the candidate; determination means configured to determine whether to change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium and the type of the printing medium associated with the information input by the input means; and change means configured to, when the determination means determines to change the reference characteristic value of the type of the printing medium associated with the information input by the input means, change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium. acquisition means (401, 408) configured to acquire a measurement result obtained by measuring a characteristic value of a printing medium with measuring means, the printing medium to be printed with printing means; and decision means configured to decide a candidate for a type of the printing medium based on the measurement result of the printing medium, acquired by the acquisition means, and a reference characteristic value of each of types of printing media set in advance to identify a type of the measured printing medium; characterized in that the information processing apparatus further comprises: notification control means configured to cause notification means to provide information indicating the candidate for the type of the printing medium, decided by the decision means; input means configured to input information associated with the type of the printing medium to be printed with the printing means after the notification means provides the information indicating the candidate; determination means configured to determine whether to change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium and the type of the printing medium associated with the information input by the input means; and change means configured to, when the determination means determines to change the reference characteristic value of the type of the printing medium associated with the information input by the input means, change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium. notification control means configured to cause notification means to provide information indicating the candidate for the type of the printing medium, decided by the decision means; input means configured to input information associated with the type of the printing medium to be printed with the printing means after the notification means provides the information indicating the candidate; determination means configured to determine whether to change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium and the type of the printing medium associated with the information input by the input means; and change means configured to, when the determination means determines to change the reference characteristic value of the type of the printing medium associated with the information input by the input means, change the reference characteristic value of the type of the printing medium associated with the information input by the input means based on the measurement result of the printing medium.