An apparatus for generating tactile effects user interface elements comprising means for: generating at least one user interface element to be displayed on a displayed user interface at a determined location on a display of the apparatus; capturing or recording an audio signal using a microphone input; processing the audio signal to generate a tactile feedback signal; generating a tactile feedback signal indicator configured to indicate the tactile feedback signal to be output at the determined location; associating the tactile feedback signal indicator with the at least one user interface element to be displayed on the displayed user interface at the determined location on the display; and uploading information comprising the at least one user interface element and the tactile feedback signal indicator to a content server; receiving the information from the content server, the information for the at least one user interface element to be displayed at the determined location on the display and the tactile feedback signal indicator associated with the at least one user interface element; displaying the at least one user interface element on the display at the determined location; determining at least one touch location corresponding to the determined location on the display after receiving the information; and generating using more than one individually controlled piezo-electric transducer located under the display at various locations tactile feedback signals to be output by the display at the determined location on the display dependent on the at least one user interface element and based on the tactile feedback signal indicator such that the at least one user interface element provides a simulated experience, such that when the at least one user interface element is touched on the displayed user interface at the determined location on the display a tactile effect is centred at the determined location based on the received information from the content server. generating at least one user interface element to be displayed on a displayed user interface at a determined location on a display of the apparatus; capturing or recording an audio signal using a microphone input; processing the audio signal to generate a tactile feedback signal; generating a tactile feedback signal indicator configured to indicate the tactile feedback signal to be output at the determined location; associating the tactile feedback signal indicator with the at least one user interface element to be displayed on the displayed user interface at the determined location on the display; and uploading information comprising the at least one user interface element and the tactile feedback signal indicator to a content server; receiving the information from the content server, the information for the at least one user interface element to be displayed at the determined location on the display and the tactile feedback signal indicator associated with the at least one user interface element; displaying the at least one user interface element on the display at the determined location; determining at least one touch location corresponding to the determined location on the display after receiving the information; and generating using more than one individually controlled piezo-electric transducer located under the display at various locations tactile feedback signals to be output by the display at the determined location on the display dependent on the at least one user interface element and based on the tactile feedback signal indicator such that the at least one user interface element provides a simulated experience, such that when the at least one user interface element is touched on the displayed user interface at the determined location on the display a tactile effect is centred at the determined location based on the received information from the content server. <EOS>