Apparatus for determining configuration settings for a display apparatus includes a processor and a memory storing instructions executable by the processor where the processor is configured to determine configuration settings for a display apparatus in dependence on one or more first input parameters indicative of one or more conditions that affect a user experience when a user views content reproduced on the display apparatus, predict an expected user response as a result of operating the display apparatus according to the determined configuration settings, search for an updated set of configuration settings that are expected to produce a user response closer to an intended result than the predicted user response, and control the display apparatus to operate according to the updated set of configuration settings.