There has been some conversations about this. First off keep in mind that despite the vast improvements in the phone camera it is still a cell phone camera. Anyway back to your question. Try to keep the flash on auto so it is not used where it may not be needed. Additionally if you are using the flash tap on a " bright well lit" part of the picture. You will see the square focus / exposure box come up. If you pic a bright or well lit spot the power of the flash will be less. The same rules apply with or without flash. If you focus on a dark area the camera will allow more light in. If you focus on a well lit or light area the camera will let less light in. Hope this helps.