An apparatus and a method for controllably reducing power and heat dissipated by OLED display circuitry are disclosed. Image dependent drive voltage adjustments are made to reduce the power generated by and the heat dissipated by the OLED pixel circuitry. That extends the life span of the components of the OLED pixel circuitry and maintains their quality by reducing or eliminating the degradation caused by heat. The apparatus and the method of the present invention selectively reduce the voltage level provided to the drain of the transistor used to drive the OLED. The drive transistor's drain voltage level is controllably lowered during display intervals that require less than the brightest level of illumination.