An image display apparatus includes: a housing; a display for displaying an image; a driving unit configured to change a size of a display area exposed to the outside of the housing among an entire area of the display; and a controller, wherein the controller determines whether an image displayed through at least a portion of the display area is a static image, when the size of the display area is smaller than the size of the entire area, determines whether the image is displayed for a certain time or longer, when the image is the static image, controls the driving unit to change the size of the display area, when the image is displayed for the certain time or longer, and controls the display so that the image is displayed in response to a degree of change in the size of the display area.