An image display apparatus including a rollable display; a drive unit configured to roll up or roll down the rollable display; and a controller configured to in response to a first display command to display a first type of content, control the drive unit to roll up the rollable display to a first size based on the first type of the content, and in response to a second display command to display a second type of content, control the drive unit to roll up the rollable display to a second size based on the second type of the content.