A liquid crystal apparatus 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. <EOS>