Samsung licenses Assertive Display for future Exynos-powered smartphones

Samsung’s Super AMOLED displays are already nearing perfection, with the Galaxy S5 featuring the best performing smartphone display according to some display experts, and it looks like they could get even better on future Galaxy phones. Samsung has announced that it has licensed Apical’s Assertive Display tech for use in its future Exynos-powered smartphones. For those unaware, Assertive Display is a technology that helps improve the viewing experience by constantly adapting the display’s content based on the ambient light conditions, taking into account how your eyes perceive visual content in a particular viewing condition.

Assertive Display has been used by Nokia on some of its devices, including the Lumia 1520, and it also helps in reducing the power consumption of a display despite making changes to the viewing experience in real-time. It’s possible we will see the Galaxy Note 4 feature Assertive Display on its 5.7-inch QHD Super AMOLED display, though judging by the press release, Assertive Display might only be present on the Exynos-powered variant. That would be disappointing, since users of the Snapdragon variant might suffer from a poorer viewing experience, but limiting the new display tech to a small batch of devices might just give Samsung the time it needs to implement it in a quality manner.

Check out the video below to see Assertive Display in action on the Nokia Lumia 1520.


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2 years 9 months ago

Adaptive Display? Similar tech?

2 years 9 months ago

Adaptive Display and Assertive Display technology is much more advance than simply adjusting overall screen brightness, like Adaptive Display. So let’s let’s say you’re using your Samsung tablet under bright sunlight by a tree. As the sunshine moves across the tablet leaving it half in the shadows and half in the sun, it will adjust itself in real time to make the screen look great on the sun side as well as the shade side! Really amazing and it is in fact the technology Nokia calls Pureview!!!
YouTube dot com slash watch?v=S8JkVtoB-W4

But… it basically requires an Ultra Fast response time and a fast processor. I’m not sure why this writer says it may require Exynos though, cuz 1520 uses Qualcomm. Since Nokia 1520 uses Samsung AMOLED displays. Which have a 0.01ms response time, that IPS can’t touch. Here’s how it works. Quote:

“Assertive Display is an advanced display management core which delivers a high-quality viewing experience even in bright sunshine and enables dramatic reductions in display power consumption.

It goes far beyond traditional backlight control to make the display adaptive to its environment, just like the human eye. The performance has to be witnessed to be believed.

As the viewing conditions change, sophisticated digital processing adjusts each pixel individually in real time, based models of how the display and the human visual system respond to the displayed content and the viewing environment.

Assertive Display takes control of both the screen brightness, and of the color of each individual pixel of each video frame, and adjusts these coherently providing total control of viewing experience from total darkness to bright sunshine.” End Quote!