Electrophoretic mobilities of TiO2 colloids in an apolar solvent, toluene, were measured by differential-phase optical coherence tomography (DP-OCT). An electrode spacing of 0.18 mm, made possible by optical coherence tomography with transparent electrodes, enables measurement of the electrophoretic mobility with small samples (20 μL) of highly turbid colloids at low applied electric potential to avoid electrohydrodynamic instability and electrochemical reactions. In the presence of Aerosol-OT reverse micelles, which stabilized the countercharges, the zeta potential was positive for hydrophilic TiO2 (13 mV at 90 mM AOT) and negative for hydrophobic TiO2. The magnitudes of the zeta potentials were very similar for these two types of TiO2 and decreased at the same rate with AOT concentration. For both hydrophilic and hydrophobic TiO2, a general mechanism is presented to describe the zeta potential in terms of preferential partitioning of cations and sulfosuccinate anions between the particle surface and reverse micelle cores in bulk. This preferential partitioning is governed by the hydrophilicities and extents of the particle surfaces and reverse micelle cores, as a function of surfactant and water concentration. The emerging understanding of the complex charging and stabilization mechanisms for colloids in apolar solvents will be highly beneficial for the design of novel materials.