Image display apparatus

An image display apparatus comprising:

• a rollable display configured to display an image;
• a drive part configured to roll up or roll down the rollable display;
• a user input interface configured to receive a signal from a remote controller;
• and
• a controller configured to:
• set the image display apparatus in a standby mode having the rollable display in a non-viewable retracted state,
• in response to receiving a user input signal from the remote controller via the user input interface, transition the rollable display from the non-viewable retracted state to a partial view state having a first height and display at least one object on the rollable display, and
• in response to receiving a voice input from a user while in the partial view state, transition the rollable display from the partial view state to a main view state having a second height and display a content item corresponding to the voice input,
• wherein the second height is greater than the first height.

A method of controlling an image display apparatus having a rollable display, the method comprising:

• setting the image display apparatus in a standby mode after being powered on, the standby mode having the rollable display in a non-viewable retracted state without being exposed to an outside;
• in response to receiving a user input signal from a remote controller via a user input interface of the image display apparatus, transitioning the rollable display from the non-viewable retracted state to a partial view state having a first height exposing a first area of the rollable display to the outside and displaying at least one object on the first area of the rollable display;
• and
• in response to receiving a voice input from a user while in the partial view state, transitioning the rollable display from the partial view state to a main view state having a second height exposing a second area of the rollable display to the outside and displaying a content item corresponding to the voice input on the second area,
• wherein the second height is greater than the first height.