Patent ID: 8405626

Claim:
An image projection apparatus comprising: a projection unit adapted to project a projection image and a GUI image onto a projection surface; a position detection unit adapted to detect a position of a predetermined object on the projection surface; an inserted direction determination unit adapted to determine an inserted direction of the predetermined object; a deciding unit adapted to decide at least one of a display position and a display direction of the GUI image based on detection results obtained by the position detection unit and determination results obtained by the inserted direction determination unit; a control unit adapted to control a projection, operation of the GUI image performed by the projection unit based on at least one of the display position and the display direction decided by the deciding unit; and a projection direction determination unit adapted to determine a projection direction of the projection unit, wherein, in a case in which it is determined by the projection direction determination unit that the projection unit is projecting onto a vertical surface, the deciding unit decides a constant display direction regardless of the inserted direction of the predetermined object.