A display control apparatus includes a display control section that controls to display an image showing an operation of an equipment on a display portion provided in a vehicle and illuminate the display portion with a first brightness, and a counting section that counts a time which elapses after the equipment is activated. The display control section changes the brightness of the display portion from the first brightness to a second brightness which is lower in brightness than the first brightness in a case that an ignition switch of the vehicle is not turned on until the time counted by the counting section exceeds a predetermined period of time.