1. A display apparatus comprising: a selection control unit which is configured to allow a user to input an operation for selecting one language from among a plurality of languages; a display control unit which is configured to display a specific character string corresponding to the selected language on a display unit; a download control unit which is configured to download first firmware corresponding to the selected language without downloading firmware corresponding to a language other than the selected language in a first case where new firmware is to be downloaded; and a storage control unit which is configured to store the first firmware in a memory.