The display apparatus includes a dot matrix type display device including a display material; a driver circuit that passively drives a plurality of pixels in the display device; and a control circuit that controls the driver circuit. The control circuit applies a voltage pulse to initialize a plurality of pixels to be rewritten and applies a voltage pulse to change a tone state of the plurality of pixels and display the tone. The voltage pulse to be applied for the tone display includes an all-selected voltage pulse to be applied to a plurality of pixels the tone state of which are changed, and a half-selected voltage pulse and a non-selected voltage pulse to be applied to a plurality of pixels the tone state of which are not changed, and a ratio of the all-selected voltage to the half-selected voltage is larger than 21/2 and smaller than 2.