A display signal conversion apparatus converts a first signal having a first color format and color arrangement into a second signal having a second color format and color arrangement. The display signal conversion apparatus includes a color conversion unit configured to convert the first color format into the second color format, a pattern determination unit configured to determine a signal pattern of the first signal, a unit configured to determine a color arrangement of a pixel position of the second signal corresponding to a pixel position of the first signal, and a sub pixel signal generation unit configured to generate a sub pixel signal having the second color format and color arrangement based on a result of the signal pattern determination and a result of the color arrangement determination.