An ultrasound diagnosis apparatus including: a touch panel that has a display screen displaying an acquired ultrasound image and allows an input operation of a user; and a processor configured to: generate a caliper and display the caliper on the display screen in such a manner as to be superimposed on the ultrasound image; display, on the display screen, a caliper operation effective region surrounding the caliper, stop displaying the caliper operation effective region in a case where the user touches the caliper operation effective region displayed on the display screen of the touch panel; move the caliper following a movement operation by the user while in touch with the touch panel; and resume the display of the moved caliper operation effective region that surrounds the moved caliper upon a release of the touch by the user.