An information processing apparatus (1, 3, 4) comprising: a control unit (100, 300, 400); an image capture unit for capturing an image; a storage unit for storing images and storing content information; a display unit for displaying a composite image; a detecting unit for controlling the mode to be executed by the information processing apparatus; wherein the detecting unit is configured to control execution of a first mode until it detects a particular operation, and, upon detecting the particular operation, to control execution of a second mode, wherein the particular operation is a user operation of rotating the information processing apparatus, where the amount of rotation in a predetermined time is larger than or equal to a threshold; and the control unit is configured to cause the image capture unit to perform image capture at predetermined time intervals and to store the images obtained from the image capture unit in the storage unit, the stored images comprising a latest image to an image acquired a predetermined time ago, and if the set mode is the first mode, to obtain the latest image as an image to be processed, and if the set mode is the second mode, to obtain the image acquired the predetermined time ago as an image to be processed, to determine whether a reference item is recognizable in the image to be processed, and if the reference item is recognized in the image to be processed, to generate a composite image using the image to be processed and the content information for the recognized reference item, and to control the display to display the composite image; wherein the rotation is an operation changing an image capturing direction of the image capture device from a first image capturing direction at which the reference item is detectable to a second capturing direction at which the reference item is not. a control unit (100, 300, 400); an image capture unit for capturing an image; a storage unit for storing images and storing content information; a display unit for displaying a composite image; a detecting unit for controlling the mode to be executed by the information processing apparatus; wherein the detecting unit is configured to control execution of a first mode until it detects a particular operation, and, upon detecting the particular operation, to control execution of a second mode, wherein the particular operation is a user operation of rotating the information processing apparatus, where the amount of rotation in a predetermined time is larger than or equal to a threshold; and the control unit is configured to cause the image capture unit to perform image capture at predetermined time intervals and to store the images obtained from the image capture unit in the storage unit, the stored images comprising a latest image to an image acquired a predetermined time ago, and if the set mode is the first mode, to obtain the latest image as an image to be processed, and if the set mode is the second mode, to obtain the image acquired the predetermined time ago as an image to be processed, to determine whether a reference item is recognizable in the image to be processed, and if the reference item is recognized in the image to be processed, to generate a composite image using the image to be processed and the content information for the recognized reference item, and to control the display to display the composite image; wherein the rotation is an operation changing an image capturing direction of the image capture device from a first image capturing direction at which the reference item is detectable to a second capturing direction at which the reference item is not.