A flexible display apparatus comprising: a display that is bendable; a communicator configured to communicate with other devices; a sensor configured to sense a user grip on the display and deformation of the display which is alternately bent in opposing directions; and a controller configured to: control the display to display a plurality of objects, based on the deformation of the display in a first state in which only one edge of the display is touched by the user grip being sensed through the sensor, determine that a shaking manipulation is performed, based on the deformation of the display in a second state in which both edges of the display are touched by the user grip being sensed through the sensor, determine that a swinging manipulation is performed, and perform an operation corresponding to the determined one from among the shaking manipulation and the swinging manipulation on the plurality of objects, wherein the controller is configured to, based on determining that the shaking manipulation is performed, move at least one object which is selected from among the plurality of objects according to a user command in a direction opposite an area where the user grip is sensed and control the communicator to transmit, to another device, content corresponding to the at least one moved object. a display that is bendable; a communicator configured to communicate with other devices; a sensor configured to sense a user grip on the display and deformation of the display which is alternately bent in opposing directions; and a controller configured to: control the display to display a plurality of objects, based on the deformation of the display in a first state in which only one edge of the display is touched by the user grip being sensed through the sensor, determine that a shaking manipulation is performed, based on the deformation of the display in a second state in which both edges of the display are touched by the user grip being sensed through the sensor, determine that a swinging manipulation is performed, and perform an operation corresponding to the determined one from among the shaking manipulation and the swinging manipulation on the plurality of objects, wherein the controller is configured to, based on determining that the shaking manipulation is performed, move at least one object which is selected from among the plurality of objects according to a user command in a direction opposite an area where the user grip is sensed and control the communicator to transmit, to another device, content corresponding to the at least one moved object. control the display to display a plurality of objects, based on the deformation of the display in a first state in which only one edge of the display is touched by the user grip being sensed through the sensor, determine that a shaking manipulation is performed, based on the deformation of the display in a second state in which both edges of the display are touched by the user grip being sensed through the sensor, determine that a swinging manipulation is performed, and perform an operation corresponding to the determined one from among the shaking manipulation and the swinging manipulation on the plurality of objects, wherein the controller is configured to, based on determining that the shaking manipulation is performed, move at least one object which is selected from among the plurality of objects according to a user command in a direction opposite an area where the user grip is sensed and control the communicator to transmit, to another device, content corresponding to the at least one moved object.