A thermal control method for a wireless power transmission apparatus configured to supply power, by changing a magnetic field, from a power-supplying module to a power-receiving module connected to a power-supplied device including a secondary battery rechargeable using a constant current/constant voltage charging system, the method comprising adjusting a load change characteristic, which is represented by an amount of change in input impedance value of the wireless power transmission apparatus for a predetermined period of charging time in constant voltage charging, by adjusting a value of a coupling coefficient between coils each included in the power-supplying module or the power-receiving module.