A flexible display apparatus, comprising: a display; a sensor configured to sense a bending that deforms a shape of the flexible display apparatus, wherein the sensor is further configured to detect at least one of bending direction, degree of bending and amount of time bent; and a controller configured to control the display to display a screen (2700, 2800, 2910) comprising a plurality of objects (2710, 2720, 2730, 2740, 2750, 2841, 2911) and, for each object, a bending interaction guide (2711, 2842, 2912) that indicates the required position of the bending line of at least one respective preset bending respectively associated with the object, and in response to bending of the flexible display apparatus being sensed, to perform an operation associated with an object whose associated preset bending corresponds to the sensed bending; characterized in that, for more than one of the plurality of objects, the corresponding interaction guide indicates the same required position of the bending line of a respective preset bending, in that each of the plurality of interaction guides is displayed in the corresponding object of the plurality of objects and in that the interaction guides comprise at least one of: one more features or elements indicating the degree of bending required by the preset bending; one or more features or elements indicating the amount of time bent required by the preset bending; or a line feature, a character guide or a symbol guide indicating the bending direction required by the preset bending. a display; a sensor configured to sense a bending that deforms a shape of the flexible display apparatus, wherein the sensor is further configured to detect at least one of bending direction, degree of bending and amount of time bent; and a controller configured to control the display to display a screen (2700, 2800, 2910) comprising a plurality of objects (2710, 2720, 2730, 2740, 2750, 2841, 2911) and, for each object, a bending interaction guide (2711, 2842, 2912) that indicates the required position of the bending line of at least one respective preset bending respectively associated with the object, and in response to bending of the flexible display apparatus being sensed, to perform an operation associated with an object whose associated preset bending corresponds to the sensed bending; characterized in that, for more than one of the plurality of objects, the corresponding interaction guide indicates the same required position of the bending line of a respective preset bending, in that each of the plurality of interaction guides is displayed in the corresponding object of the plurality of objects and in that the interaction guides comprise at least one of: one more features or elements indicating the degree of bending required by the preset bending; one or more features or elements indicating the amount of time bent required by the preset bending; or a line feature, a character guide or a symbol guide indicating the bending direction required by the preset bending. one more features or elements indicating the degree of bending required by the preset bending; one or more features or elements indicating the amount of time bent required by the preset bending; or a line feature, a character guide or a symbol guide indicating the bending direction required by the preset bending.