Samsung’s Future Exynos Powered Smartphones to feature Assertive Display

Samsung’s Future Exynos Powered Smartphones to feature Assertive Display
We don't talk very much about Nokia's Windows phones around here, but when we do, it's usually in good favor. For example, there's something about the Lumia 1520's display that makes it "pop" in a way the others can't - especially under direct sunlight or shrouded by darkness. 

For some time, Apical's Assertive Display technology has played a significant part in Nokia's recipe for its display 'secret sauce'. But, for some reason, the tech which intelligently balances the image in concert with the ambient lighting didn't catch on with the likes of LG and Samsung - until now. The latter announced that it licensed Assertive Display for use in its next-generation products powered by Exynos chipsets. As these seem to be rare outside Asia, you should take a breath of relief, as Qualcomm's ubiquitous Snapdragon chips are Apical licensees too.

Assertive Display is one of those technologies where seeing it in action is all you need to become a believer, but still, what's the fuss all about? AD is an advanced display management core which employs sophisticated digital processing to adjust each pixel individually, in real time, based on models of how both the display and your eyes perceive visual content according to the viewing environment. It takes control of both the screen brightness and the color representation of each individual pixel of each visual frame. It allows for significant power savings on top of an effective screen contrast ratio of 1000:1 on both LCD and OLED displays.

Hopefully, the addition of Assertive Display will make those beautiful Samsung panels shine in all lighting conditions, as it did for Nokia.



1. hipnotika

Posts: 353; Member since: Mar 06, 2013

it's not a fair test @ youtube video

2. E34V8

Posts: 109; Member since: Dec 16, 2011

Good news. Even now, Samsung flagship phones have pretty good screens. I think Samsung should find a way to make a high ppi, rgb strip OLED panels. That would also greatly improve image quality. P.S. PA, it's one thing censoring (or at least trying) a word (iРhоneArena), but trying to block my ip... really? I do not think it is a good idea.

3. IliyaBeshkov

Posts: 261; Member since: Jul 09, 2012

Cool, but Samsung have to allow this for both versions.

4. kaikuheadhunterz

Posts: 1157; Member since: Jul 18, 2013

This is one of the reasons why I love the Lumia 1520 :D

5. StraightEdgeNexus

Posts: 3689; Member since: Feb 14, 2014

SAmoled+assertive tech=the best outdoor visible display :D

6. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 2012

Wow, Samsung displays will now score even more. Nokia has Assertive display and which has very good outdoor visibility.

7. dimitris91

Posts: 2; Member since: Apr 19, 2014

Will this technology make it to the note 4?

8. MarkArigayo

Posts: 240; Member since: Dec 18, 2013

Full RGB Amoled is a must instead of PenTile one.

9. Anstice

Posts: 14; Member since: May 26, 2014

WQ HD Super AMOLED with assertive display? *drools*

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