A liquid crystal apparatus (100, 101) comprising: a display device having a display surface; a first polarizing plate categorized as absorption type, disposed so as to face the display surface of the display device, the first polarizing plate transmitting a first polarized light having a polarized component in a first direction and an absorbing a second polarized light having a polarized component in a second direction different from the first direction.; a liquid crystal optical element disposed between the display device and the first polarizing plate and capable of switching between a first and second state, the first state being a state in which the liquid crystal optical element outputs the first polarized light when the first polarized light is incident to the liquid crystal optical element, and the second state being a state in which the liquid crystal optical element outputs the second polarized light when the first polarized light is incident to the liquid crystal optical element; and a second polarizing plate categorized as reflection type and disposed between the display device and the liquid crystal optical element, and arranged to reflect the first or the second polarized light through the liquid crystal element; wherein the first polarizing plate has a transmittance characteristic such that its transmittance of non-polarized light is 50% or more, wherein the liquid crystal optical element includes a liquid crystal layer formed of a vertical alignment liquid crystal material and characterized in that a chiral agent is added to the liquid crystal material, and the ratio d/p of the thickness d of the liquid crystal layer to the chiral pitch p is within a range of 0.250 to 0.325, and the retardation of the liquid crystal layer is within a range of 0.35 μm to 0.65 μm. a display device having a display surface; a first polarizing plate categorized as absorption type, disposed so as to face the display surface of the display device, the first polarizing plate transmitting a first polarized light having a polarized component in a first direction and an absorbing a second polarized light having a polarized component in a second direction different from the first direction.; a liquid crystal optical element disposed between the display device and the first polarizing plate and capable of switching between a first and second state, the first state being a state in which the liquid crystal optical element outputs the first polarized light when the first polarized light is incident to the liquid crystal optical element, and the second state being a state in which the liquid crystal optical element outputs the second polarized light when the first polarized light is incident to the liquid crystal optical element; and a second polarizing plate categorized as reflection type and disposed between the display device and the liquid crystal optical element, and arranged to reflect the first or the second polarized light through the liquid crystal element; wherein the first polarizing plate has a transmittance characteristic such that its transmittance of non-polarized light is 50% or more, wherein the liquid crystal optical element includes a liquid crystal layer formed of a vertical alignment liquid crystal material and characterized in that a chiral agent is added to the liquid crystal material, and the ratio d/p of the thickness d of the liquid crystal layer to the chiral pitch p is within a range of 0.250 to 0.325, and the retardation of the liquid crystal layer is within a range of 0.35 μm to 0.65 μm.