Tim Cook says Apple is working on new ideas for Screen Time to fight device addiction


The world has changed dramatically in the last ten years. Take a look at the pedestrians who walk on the sidewalk in any city and most look down on the screen of a phone. Inside a restaurant, a family dinner can become screen time for everyone, including tablets brought by parents to keep their little ones entertained. The ABC News 20/20 magazine recently produced a show focused on screen time compiled by a particular family and included an interview with Apple CEO Tim Cook.

Cook said that while Apple makes money selling the iPhone to families, it does not want them to use the phone a lot. With a survey showing that half of all parents are concerned that their children become addicted to their devices, Apple last year added a new feature to the iPhone in hopes of giving more control to parents. The Screen Time measures how much time an iPhone user spends in each application and how many notifications each application sends. Once a profile is established, the user can limit the amount of time spent in certain applications. With a secret access code for parents (suggestion: do not use Dad123 or Mom123), parents can get a report on the weekly use of their children's application and set limits for certain applications accordingly.
Screen time ,. Apple's solution to combat screen addiction.

Screen time ,. Apple's solution to combat screen addiction.

The executive said that Apple is not entering the business of raising children. He says there are no standards for parenting, so there are no standards in screen time. "People have different views on what should be allowed and not," he noted. But Cook said that Apple is simply giving parents the controls to limit the use of their children's applications if they believe it is necessary. He added that Apple is working on a way to create age limits for applications and requires parental approval for certain titles. The company also wants to label music with explicit language. The problem is finding a unique solution for everyone. "A solution is defined differently for you and me and everyone … you know, what could be reasonable for me could be totally unreasonable for my neighbor," Cook said. "I get notes from parents all the time, they have great ideas, and I'm sure there will be more things we will do."

Once again, Tim Cook makes it clear that users of Apple devices are not the product of the company.

During the interview, Cook admitted that he himself discovered that he picked up his iPhone 200 times a day, twice as much as he thought. The executive admitted that knowing this figure has not led him to reduce the use of his iPhone, although he has reduced the number of applications that send him notifications.

In addition to the addiction to the screen, the program discussed the user's privacy, another hot topic. Apple's CEO repeated a line he has used since the Cambridge Analytica Facebook scandal erupted early last year. "You are not our product," Cook said. He continued adding: "Our products are iPhones and iPads, we value your data, we want to help you, keep it private and keep it safe, we are on your side". To support that last statement, the executive has been calling for "comprehensive federal privacy legislation." Earlier this year, he presented a proposal for this legislation that would legally protect a consumer's right to companies to collect the minimum amount of personal data needed, explain exactly what data is collected and why it is necessary. Cook says his proposed legislation should also give consumers the right to obtain, correct and delete their own personal data. "People who crawl on the Internet know much more about you than if someone is looking through your window, much more," Cook said.

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