A gamma curve and a color coordinate adjusting apparatus and method are provided. The method includes: receiving a display image and generating a color analyzing data, wherein the color analyzing data comprises a plurality of stimulus values respectively corresponding to a plurality of driven gray levels; receiving a target color coordinate value and a target luminance value; operating a searching operation according to a setting range on the color analyzing data, calculating a simulation color coordinate value and a simulation luminance value according to the stimulus values of each of the driven voltage levels, and obtaining a plurality of adjusted node information for the gamma curve and the color coordinate according to a difference between the target color coordinate value and the simulation color coordinate value and a difference between the target luminance value and the simulation luminance value corresponding to each of the driven voltage levels.