An apparatus, method, and medium for adjusting the image quality of a display device are provided. The apparatus for adjusting image quality of a display device includes a memory unit, an image quality evaluation unit and an image quality adjustment unit. The memory unit stores sample data about a predetermined color and characteristics of the display device. The image quality evaluation unit evaluates the quality of an image which is input to the display device based on at least one of the stored sample data and the characteristics of the display device. The image quality adjustment unit adjusts the quality of the input image based on the results of the evaluation.