A display apparatus includes a display panel including a plurality of pixels and configured to display an image, a roller on which the display panel is wound or unwound, a rolling module including a structure connected to an upper portion of the display panel and configured to wind or unwind the display panel according to a folding or unfolding of the structure, and a vibration device at the structure. The vibration device is configured to vibrate the display panel when unwound from the roller. The vibration device includes a vibration generator that contacts a contact surface of the display panel and is configured to move to maintain the contact with the contact surface.