A display control method of a stretchable display apparatus includes determining a degree of expansion of the display apparatus, and controlling a display mode of the display apparatus to be a first mode or a second mode based on the degree of expansion. A first resolution is embodied in the first mode by transmitting a data signal to each of pixel groups formed by classifying a plurality of pixels into the pixel groups. A second resolution is embodied in the second mode by transmitting a data signal to each of the plurality of pixels.