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