Samsung Electronics has licensed Apical's Assertive Display for use in its Exynos mobile application processors for next-generation smartphones. Assertive Display is continuously adapting the displayed content to ambient viewing conditions, based on a model of human vision. The result is enhancement of the appearance of movies, games and photos in typical mobile viewing conditions. This is achieved without increase in display power consumption. According to Apical, Assertive Display actually enables reduction of display power and extension of battery life.

Assertive Display also enables mobile devices to adapt both to environment and to users' preferences, so that it is no longer necessary to make manual adjustments to screen brightness to balance viewing quality with battery life, a common problem with conventional displays.