The present disclosure provides a method and an apparatus for controlling image display of a WOLED display apparatus and a WOLED display apparatus. The method includes: converting gray scale data of respective lights with various colors inputted by a signal source into brightness data of the respective lights with various colors; acquiring brightness adjustment data of white sub-pixel lights and brightness adjustment data of the respective lights with various colors on the basis of the brightness data of the respective lights with various colors and proportions of the respective lights with various colors in the white sub-pixel lights; converting the brightness adjustment data of white sub-pixel lights and brightness adjustment data of the respective lights with various colors into gray scale data and outputting and displaying the gray scale data. The above method and apparatus provides a simple calculating method when adjusting the display data and may eliminate color cast.