A display control apparatus controlling display of a transmissive display which includes a screen configured to transmit light arriving from an object located on a side of a first surface of the transmissive display so that the object is viewable from a viewpoint position set on a side of a second surface of the transmissive display which is an opposite surface to the first surface and which stereoscopically displays a display object (230, 230a, 230b), comprising: an acquisition unit that acquires position information indicating a relative positional relation between the transmissive display and the object; and a display control unit configured to change, in accordance with a change in the relative positional relation in the position information, a depth of the display object (230, 230a, 230b) from the screen perceived from the viewpoint position, the display object (230, 230a, 230b) being stereoscopically displayed by the transmissive display, characterized in that the display control unit is further configured to: not change the depth when a relative position of the object with respect to the transmissive display in the position information is not changed by a predetermined distance, wherein the acquisition unit additionally acquires a first distance between the transmissive display and a person or a part of a body of the person, and cause a collision prevention object, which informs the person located on the side of the second surface of the transmissive display of the presence of the transmissive display, to be displayed in accordance with the first distance to make the person located on the side of the second surface aware of the presence of the transmissive display. an acquisition unit that acquires position information indicating a relative positional relation between the transmissive display and the object; and a display control unit configured to change, in accordance with a change in the relative positional relation in the position information, a depth of the display object (230, 230a, 230b) from the screen perceived from the viewpoint position, the display object (230, 230a, 230b) being stereoscopically displayed by the transmissive display, characterized in that the display control unit is further configured to: not change the depth when a relative position of the object with respect to the transmissive display in the position information is not changed by a predetermined distance, wherein the acquisition unit additionally acquires a first distance between the transmissive display and a person or a part of a body of the person, and cause a collision prevention object, which informs the person located on the side of the second surface of the transmissive display of the presence of the transmissive display, to be displayed in accordance with the first distance to make the person located on the side of the second surface aware of the presence of the transmissive display. not change the depth when a relative position of the object with respect to the transmissive display in the position information is not changed by a predetermined distance, wherein the acquisition unit additionally acquires a first distance between the transmissive display and a person or a part of a body of the person, and cause a collision prevention object, which informs the person located on the side of the second surface of the transmissive display of the presence of the transmissive display, to be displayed in accordance with the first distance to make the person located on the side of the second surface aware of the presence of the transmissive display.