An information processing apparatus comprises: an acquisition unit configured to acquire a viewpoint position of an observer who observes a first three-dimensional virtual object arranged in a virtual space and having at least one cross section; an acquisition unit configured to acquire a normal vector of a first cross section of the first three-dimensional virtual object; an image generation unit configured to generate, based on the viewpoint position of the observer and the normal vector of the first cross section, a second three-dimensional virtual object having a second cross section with a different normal vector from the first cross section; and an output unit configured to output an image of the second three-dimensional virtual object generated by the image generation unit.