An in-vivo device may be propelled in the gastrointestinal tract by a magnetic force such that the direction of the magnetic force applied to the in-vivo device follows, or is continually adapted to, the instantaneous spatial orientation of the in-vivo device. As the in-vivo device changes orientation in the gastrointestinal tract by the wall of the gastrointestinal tract, so does the magnetic force, to follow suit.