An apparatus comprising: a receiver configured to receive data for at least one user interface element to be displayed on a displayed user interface at a location on a display and a tactile feedback signal indicator associated with the at least one user interface element; a touch sensor configured to determine at least one touch location corresponds to the at least one user interface element location of the displayed user interface; and a tactile effect generator configured to generate a tactile feedback signal to be output by the display dependent on the displayed user interface and based on the tactile feedback signal indicator such that the at least one user interface element provides a simulated experience.