An apparatus for notifying presence of a vehicle to a periphery of the vehicle includes a control unit that controls an operating unit that operates to cause the vehicle to drive, generating an operation sound; a judging unit that judges whether it is necessary to notify the presence of the vehicle to the periphery of the vehicle; and a notifying unit that notifies, when the judging unit judges that it is necessary to notify the presence of the vehicle to the periphery of the vehicle, the presence of the vehicle to the periphery of the vehicle using the operation sound, by changing a content of a control by the control unit.