Tim Cook, the CEO of Apple, has made a surprising yet thought-provoking statement—encouraging people to reduce their iPhone usage and reconnect with the real world. At a time when concerns over digital addiction and excessive screen time are intensifying globally, Cook’s remarks highlight the importance of maintaining a healthy balance between technology and everyday life.
Speaking in an interview with Good Morning America, Cook emphasised the need to limit excessive smartphone use. He stated, "I don't want people using them [iPhones] too much.”
Tim Cook, the CEO of Apple, also addressed the growing habit of doomscrolling—endlessly consuming social media content driven by algorithms. He stressed that such behaviour is not a healthy way to spend time and can negatively affect overall wellbeing.
Encouraging people to step away from screens, Cook said, "I don't want people looking at the smartphone more than they're looking in someone's eyes, because if they're just scrolling endlessly, this is not the way you wanna spend your day.”
He further added, “Go out and spend it in nature."
This message aligns with a broader push toward mindfulness, real-world engagement, and mental wellbeing in an increasingly digital society.
A study published in Frontiers in Psychiatry highlights that excessive smartphone usage can lead to:
Physical discomfort
Increased loneliness
Anxiety and depression
The study finds a clear association between excessive smartphone use and mental health conditions such as:
Depression
Anxiety
Social anxiety
It also links heavy usage with low psychological and emotional well-being.
Problematic smartphone use is connected to:
Feelings of loneliness
Low self-esteem
Increased social comparison on social media
These factors contribute to higher stress and emotional instability.
Excessive use is associated with:
Poor sleep quality
Physical discomfort and pain
Reduced physical activity and fitness levels
These physical effects further worsen mental health outcomes.
Early problematic smartphone use can act as a predictor of depression later in life, especially from adolescence to adulthood.
The study highlights that excessive smartphone use is linked with:
Difficulty in regulating emotions
Higher psychological distress
Emotional dysregulation acts as a mediating factor between smartphone use and mental health problems.
Problematic smartphone usage shows comorbidity with:
Obsessive-Compulsive Disorder (OCD) symptoms
Attention Deficit Hyperactivity Disorder (ADHD)
This indicates broader psychological implications beyond just stress or anxiety.
FoMO plays a significant role in linking smartphone use with:
Anxiety
Depression
Users driven by FoMO are more likely to engage in compulsive phone use.
Interestingly, the study suggests:
Passive or excessive scrolling increases stress
But active emotional sharing (self-disclosure) on smartphones may reduce emotional distress in some users
The study concludes that excessive and problematic smartphone use is strongly associated with both mental and physical health challenges. It not only contributes to anxiety, depression, and poor sleep but can also predict long-term psychological issues. However, the impact may vary depending on how smartphones are used, highlighting the importance of mindful and balanced usage rather than complete avoidance.
India’s Economic Survey 2025–26 has also flagged excessive smartphone use among children and adolescents as a growing issue. It links high screen time to:
Reduced attention span
Poor sleep quality
Increased anxiety
Academic stress
The World Happiness Report further notes that heavy social media usage is a key contributor to declining wellbeing among younger populations worldwide.
While advocating moderation, Cook also acknowledged the positive impact of Apple’s products. He stated, “It brings me such joy because we make products that empower other people to express themselves, to create things they couldn't create before.”
This reflects Apple’s broader philosophy—promoting innovation while encouraging responsible and meaningful use of technology.
Apple is set to celebrate its 50th anniversary on April 1, 2026. The company has already begun celebrations at its Grand Central store in New York, featuring a performance by Alicia Keys.
Governments worldwide are increasingly taking steps to curb excessive social media use, particularly among teenagers.
Spain announced plans to ban social media apps for children under 16
Australia became the first nation to implement such restrictions
In India:
Karnataka has announced a ban on social media apps for children under 16
Andhra Pradesh is considering similar restrictions for children under 13
Although a nationwide ban is not currently planned, these regional measures reflect growing awareness of the issue.
Tim Cook’s remarks underline a crucial reality of the digital age: while technology has transformed how people live, work, and connect, excessive usage can come at a cost. By encouraging users to step away from screens and engage with the real world, Cook is advocating for a more balanced and mindful approach to technology. As concerns around social media addiction continue to grow, both individuals and policymakers are increasingly recognising the need to prioritise mental wellbeing alongside digital advancement.