A display apparatus of the disclosure includes a reflection module; a camera configured to capture a first image in a first position located at the rear of the reflection module and capture a second image in a second position exposed to the outside of the display apparatus; a driver configured to move at least one of the camera and the reflection module; a controller configured to determine the presence of a user based on the first image captured by the camera in the first position, and to control the driver to move at least one of the camera and the reflection module so that the camera is located in the second position, based on the determination that the user is present; and an inputter configured to receive a user input.