Vertu Licenses Assertive Display from Apical

With its continuous pixel adaptation and adjustment to ambient light conditions, Assertive Display brings content to life on Vertu phones

London – November 14, 2014 — Apical Ltd, the world’s leader in advanced imaging and video processing technology, today announced that Vertu has licensed Assertive Display technology for its latest luxury smartphones to enhance the quality and outdoor viewability of its 5.1 inch solid crystal sapphire HD screen. The result of over a decade’s research into modelling human vision, Assertive Display is increasingly becoming the standard for smartphone displays. Assertive Display is designed for the best possible and yet consistent mobile viewing experience regardless of the ambient light conditions.

Instead of merely adjusting display brightness, Assertive Display continuously adapts each individual pixel to preserve the colour and contrast ratio, resulting in a seamless viewing experience from indoors to bright sunshine. Movies, games and photos which are otherwise non-viewable are brought to life via Assertive Display. Display power is also reduced using Assertive Display, extending the phone’s battery life.

With its recent product launches, Vertu has sought to go beyond HD and excel in the performance of their displays. Apical’s Assertive Display solution enables Vertu to deliver a superb experience to its discerning clients, wherever they are, in any lighting conditions and with all the content they consume.

Says Michael Tusch, CEO Apical: “We are proud to support Vertu’s latest pioneering smartphones in providing, via Assertive Display, a viewing experience that not only offers seamless quality but is comfortable for the eye. The human visual system is far superior to the traditional electronic solutions being used today. Apical’s models of the eye and brain’s visual processing dramatically improve image capture and display a perfectly partner with the Vertu’s HD Smartphones.