An information processing apparatus comprising: a display unit having a plurality of display areas that include a first display area disposed on a first chassis and a second display area disposed on a second chassis; a rotation mechanism arranged to allow the first chassis to rotate relative to the second chassis while coupling the first chassis to the second chassis; a touch sensor unit configured to detect a predetermined operation by an operation medium on one of the plurality of display areas and to detect a position of the operation medium during the predetermined operation; and a startup control unit configured to display a menu of icons in the plurality of display areas upon the touch sensor unit sensing the predetermined operation, the menu of icons being different depending on a combination of: an orientation of the display unit, and which of the plurality of display areas the predetermined operation occurred in, wherein the startup control unit is further configured to launch an application program corresponding to an icon selected by the operation medium from among the displayed icons in the menu; wherein depending on a rotation axis of the rotation mechanism relative to an orientation of contents displayed on the display unit, the startup control unit is configured to display one of a group consisting of: different menus of icons depending on which of the plurality of display areas the predetermined operation occurred in; and the same menu of icons regardless of which of the plurality of display areas the predetermined operation occurred in. a display unit having a plurality of display areas that include a first display area disposed on a first chassis and a second display area disposed on a second chassis; a rotation mechanism arranged to allow the first chassis to rotate relative to the second chassis while coupling the first chassis to the second chassis; a touch sensor unit configured to detect a predetermined operation by an operation medium on one of the plurality of display areas and to detect a position of the operation medium during the predetermined operation; and a startup control unit configured to display a menu of icons in the plurality of display areas upon the touch sensor unit sensing the predetermined operation, the menu of icons being different depending on a combination of: an orientation of the display unit, and which of the plurality of display areas the predetermined operation occurred in, wherein an orientation of the display unit, and which of the plurality of display areas the predetermined operation occurred in, wherein the startup control unit is further configured to launch an application program corresponding to an icon selected by the operation medium from among the displayed icons in the menu; wherein depending on a rotation axis of the rotation mechanism relative to an orientation of contents displayed on the display unit, the startup control unit is configured to display one of a group consisting of: different menus of icons depending on which of the plurality of display areas the predetermined operation occurred in; and the same menu of icons regardless of which of the plurality of display areas the predetermined operation occurred in. different menus of icons depending on which of the plurality of display areas the predetermined operation occurred in; and the same menu of icons regardless of which of the plurality of display areas the predetermined operation occurred in.