An organic light emitting diode (OLED) display apparatus having four types of light producing dots, including R (red), G (green), B (blue), and W (white) dots, includes detecting the amount of high frequency components of a portion of a color image to be displayed, or calculating average brightness or power of display from input image data; or detecting the amount of current flowing in display; or responding to a user input instruction; or responding to a battery capacity; and adaptively changing the usage ratio of W dots accordingly.