An information processing apparatus capable of communicating with a communication device, comprising: a receiving unit; and a control unit configured to, in a case in which the receiving unit receives a notification satisfying a predetermined condition from the communication device, search for an annotation related to the condition from a predetermined annotation management table, and direct a camera to the annotation that matches, wherein the control unit executes a predetermined operation based on a rule set in advance in a case in which the camera is directed towards the annotation.