Provided is an image display apparatus including: an interface unit through which a pointing signal is received from an external input device; and a display unit that includes a first region and a second region which are distinguishable from each other and on any one of which an image object of which a function is activated by the pointing signal is displayed; and a controller that activates an application corresponding to a predetermined pattern, when in a state where a content screen is output to the first and second regions of the display unit, the image object that is displayed according to the pointing signal moves in the predetermined pattern, in which while maintaining the outputting of the content screen, the controller performs control in such a manner that a control screen for an external apparatus, which corresponds to the activation of the application, is output to the second region.