Assertive Display is a circuit available as an IP core designed to maximize dynamic range and to allow displays to adapt to changes in lighting, from darkness to outdoor sunshine.
Samsung uses Assertive Display to enhance the quality of its ATIV Book 9 Pro, a laptop with a 4K display, and the ATV 9 Book Spin, a 2-in-1 laptop.
Both products feature what Samsung calls real-time HDR, controllable by the user via a dedicated function key, which are enabled by Assertive Display. Real-time HDR allows users to watch movies and play games even outdoors in sunshine, and also enables laptop brightness to be reduced to save battery without impacting the view-ability of such content.
Apical was found in 2002 by Michael Tusch, who originally started his career as a researcher in semiconductor quantum theory at Oxford University.
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