In an unexpected message from the head of one of the world’s most influential technology companies, Tim Cook has advised smartphone users to reduce the time they spend on their devices and focus more on real-life interaction.
Speaking during an interview on Good Morning America with host Michael Strahan, Cook spoke on the approaching 50th anniversary of Apple Inc., set for April 1, 2026, while also addressing the impact of digital technology on daily life.
“I don’t want people using them too much,” Cook said, referring to Apple’s smartphones.
“I don’t want people looking at the smartphone more than they’re looking in someone’s eyes; as if they’re scrolling endlessly.”
He added a more direct appeal:
“This is not how you want to spend your day. Go out and spend it in nature.”
The remarks stand out in an industry where success is often tied to user engagement and screen time. Currently, Apple’s iPhone remains one of the company’s most important products, contributing significantly to its global revenue, yet its chief executive openly cautioned against overuse.
Studies examining the effects of prolonged smartphone use have linked excessive screen time to increased levels of anxiety, depression, and social isolation, particularly among younger users. A 2025 meta-analysis noted that a significant portion of adolescents now spend most of their waking hours on digital devices.
Apple itself has introduced tools such as Screen Time to help users monitor and limit usage.
Despite the cautionary message, Apple remains in a strong commercial position. The company continues to rank among the most valuable globally, supported by its integrated ecosystem of hardware and services.
Cook’s remarks quickly drew reactions online. A notable corporate response, which was widely shared, came from Ryanair. In a post on social media, the airline wrote, “No Wi-Fi, no doomscrolling,” using the moment to promote its own services
