Apple says it has new features and improvements in the pipeline to help parents control how children use iPhones and other devices. The company was responding to a pair of Apple shareholders who wrote an open letter last week arguing that the iPhone maker needs to address what is considered a "growing public health crisis" of smartphone addiction among young people.
In a statement published in The Wall Street Journal and other media, Apple said: "We have new features and planned improvements for the future, to add functionality and make these tools even more robust" . . "The company also emphasized that it takes the issue of mobile addiction among young people very seriously:
" We deeply consider how our products are used and the impact they have on users and the people around them. We take this responsibility very seriously and are committed to meeting and exceeding our customers' expectations, especially when it comes to protecting children. "
The company pointed to existing parental controls built into iOS that help parents moderate content including applications and websites, movies, songs and books.The tools can also restrict mobile data, password settings and other features.Apple notes that anything that children can download or access online can be blocked or restricted and that some of parental controls have been offered since 2008.