A flexible display apparatus comprising: a flexible display; a communication unit arranged to communicate with a first controlled apparatus and a second controlled apparatus; a sensor arranged to sense one of first and second deformed shapes of the flexible display; and a controller arranged: to control the display to display a first user interface, UI, corresponding to the first deformed shape for controlling the first controlled apparatus in response to sensing the first deformed shape; and to control the display to display a second UI, corresponding to the second deformed shape, for controlling the second controlled apparatus in response to receiving a user input for changing a controlled apparatus to the second controlled apparatus and sensing the second deformed shape; wherein the controller is further arranged to receive an input through a displayed one of the first and second UIs; wherein the communication unit is controlled by the controller to transmit a first control signal to the first controlled apparatus that instructs the first controlled apparatus to execute a function of the first controlled apparatus corresponding to the received input if the first UI is displayed, and transmit a second control signal to the second controlled apparatus that instructs the second controlled apparatus to execute a function of the second controlled apparatus corresponding to the received input if the second UI is displayed; wherein the communication unit is further arranged to receive a signal from the controlled device for instructing the user to deform the flexible display apparatus to one of the first and second deformed shapes; and wherein the controller is further arranged to control the flexible display apparatus to display instructions to deform the flexible display apparatus to the one of the first and second deformed shapes indicated by the signal received from the controlled device. a flexible display; a communication unit arranged to communicate with a first controlled apparatus and a second controlled apparatus; a sensor arranged to sense one of first and second deformed shapes of the flexible display; and a controller arranged: to control the display to display a first user interface, UI, corresponding to the first deformed shape for controlling the first controlled apparatus in response to sensing the first deformed shape; and to control the display to display a second UI, corresponding to the second deformed shape, for controlling the second controlled apparatus in response to receiving a user input for changing a controlled apparatus to the second controlled apparatus and sensing the second deformed shape; to control the display to display a first user interface, UI, corresponding to the first deformed shape for controlling the first controlled apparatus in response to sensing the first deformed shape; and to control the display to display a second UI, corresponding to the second deformed shape, for controlling the second controlled apparatus in response to receiving a user input for changing a controlled apparatus to the second controlled apparatus and sensing the second deformed shape; wherein the controller is further arranged to receive an input through a displayed one of the first and second UIs; wherein the communication unit is controlled by the controller to transmit a first control signal to the first controlled apparatus that instructs the first controlled apparatus to execute a function of the first controlled apparatus corresponding to the received input if the first UI is displayed, and transmit a second control signal to the second controlled apparatus that instructs the second controlled apparatus to execute a function of the second controlled apparatus corresponding to the received input if the second UI is displayed; wherein the communication unit is further arranged to receive a signal from the controlled device for instructing the user to deform the flexible display apparatus to one of the first and second deformed shapes; and wherein the controller is further arranged to control the flexible display apparatus to display instructions to deform the flexible display apparatus to the one of the first and second deformed shapes indicated by the signal received from the controlled device.