A device control apparatus includes an imaging unit configured to capture an image of an occupant in a vehicle, a first recognition unit configured to recognize a posture of the occupant based on the image captured by the imaging unit, a second recognition unit configured to recognize a state of a hand including at least a shape of the hand of the occupant based on the image captured by the imaging unit, a discrimination processing unit configured to specify a device to be controlled and an operation to be executed based on the posture of the occupant recognized by the first recognition unit and the state of the hand recognized by the second recognition unit, and a controller configured to issue a control command corresponding to the specified device to be controlled and the specified operation to be executed.