A display device changes the gray scale of a pixel by performing a write operation in which a voltage is applied to the pixel a plurality of times. In a case where the display state of the pixel is changed based on image data written into a memory, the display device determines whether or not the pixel of which the display state is changed is in the middle of the write operation. The display device starts the write operation for the pixel that is not in the middle of the write operation. On the other hand, for the pixel that is in the middle of the write operation, the display device, after completion of the write operation that is in the middle of the process, starts a new write operation for the pixel so as to have a gray scale determined based on the image data.