An information processing apparatus comprising: an image input unit adapted to input an image captured by an image capturing unit capable of capturing a physical space, wherein the input image includes a plurality of markers (Q1, Q3, Q4) to be used in processing for obtaining a position and orientation of the image capturing unit, and the input image can include a display device for displaying an image generated based on the input image, the display device being located in the physical space; a detection unit adapted to detect the markers (Q1, Q3, Q4) included in the input image; a position and orientation measuring unit adapted to obtain the position and orientation of the image capturing unit based on the markers (Q1, Q3, Q4) detected by the detection unit; an erroneous detection prevention processing unit adapted to superimpose a specific image onto a partial region of each of the markers (Q1, Q3, Q4), the partial region of each marker being used to identify the direction of the respective marker (Q1, Q3, Q4), so as to invalidate direction determination of the markers; a generation unit adapted to generate a display image to be displayed on the display device being separate from the image capturing unit, based on the result of processing of the erroneous detection prevention processing unit, wherein the display image includes the markers (Q1', Q3', Q4') on each of which the specific image is superimposed; and an output unit adapted to cause the display device to display the display image generated by the generation unit, wherein when the image capturing unit captures the display device displaying the display image, the markers (Q1', Q3',Q4') on each of which the specific image is superimposed are not used to obtain the position and orientation of the image capturing unit in a processing of the position and orientation measuring unit, and wherein a shape of each of the detected markers (Q1, Q3, Q4) in the physical space is rectangular. an image input unit adapted to input an image captured by an image capturing unit capable of capturing a physical space, wherein the input image includes a plurality of markers (Q1, Q3, Q4) to be used in processing for obtaining a position and orientation of the image capturing unit, and the input image can include a display device for displaying an image generated based on the input image, the display device being located in the physical space; a detection unit adapted to detect the markers (Q1, Q3, Q4) included in the input image; a position and orientation measuring unit adapted to obtain the position and orientation of the image capturing unit based on the markers (Q1, Q3, Q4) detected by the detection unit; an erroneous detection prevention processing unit adapted to superimpose a specific image onto a partial region of each of the markers (Q1, Q3, Q4), the partial region of each marker being used to identify the direction of the respective marker (Q1, Q3, Q4), so as to invalidate direction determination of the markers; a generation unit adapted to generate a display image to be displayed on the display device being separate from the image capturing unit, based on the result of processing of the erroneous detection prevention processing unit, wherein the display image includes the markers (Q1', Q3', Q4') on each of which the specific image is superimposed; and an output unit adapted to cause the display device to display the display image generated by the generation unit, wherein when the image capturing unit captures the display device displaying the display image, the markers (Q1', Q3',Q4') on each of which the specific image is superimposed are not used to obtain the position and orientation of the image capturing unit in a processing of the position and orientation measuring unit, and wherein a shape of each of the detected markers (Q1, Q3, Q4) in the physical space is rectangular.