1. An apparatus which uses an image obtained by photographing an object having a three-dimensional shape and performs image recognition of the object, the apparatus comprising: an image input unit to which the image is inputted; a three-dimensional shape information holding unit configured to store three-dimensional shape information as an origin of a three-dimensional model of the object; a model creation unit configured to create the three-dimensional model by using the input image and the three-dimensional shape information; a pattern creation unit configured to create plural pattern images in which the three-dimensional model is projected on a plane in different directions; a feature extraction unit configured to extract a feature quantity from the plural pattern images; a dictionary holding unit configured to hold a dictionary feature quantity of the object; and a similarity degree calculation unit configured to calculate a similarity degree between the extracted feature quantity and the dictionary feature quantity of the object and to recognize the object based on the calculated similarity degree.