CONTROL APPARATUS, CONTROL METHOD, STORAGE MEDIUM, AND MOVABLE APPARATUS

To ensure both the visibility of a virtual image and the visibility of objects around a movable apparatus, a control apparatus mounted on the movable apparatus controls a display apparatus that displays a virtual image to an operator of the movable apparatus, comprising at least one processor or circuit configured to function as a display control unit for controlling the display apparatus to display content recorded in a recording unit, and a setting unit configured to set a display mode of the content, wherein the setting unit is configured to set transmittance such that, in a case in which the display region of the virtual image is equal to or greater than a predetermined area, the transmittance of the virtual image becomes larger than in a case in which the display region of the virtual image is less than the predetermined area.