Selling Millions of iPhones, Apple's Boss Asks People Not to Spend Too Much Time on Mobile Phones

Jakarta, CNBC Indonesia - The technology company Apple recently celebrated its 50th anniversary last month. Amid the company’s success in selling millions of iPhone devices worldwide, Apple has issued a warning to the public not to spend too much time in front of mobile phone screens.

Apple’s Chief Executive Officer (CEO) Tim Cook expressed his views on gadget usage in daily life during an interview with the Good Morning America television programme. He advised technology users to interact more directly with the real world and enjoy the outdoors rather than just staring at screens.

“I don’t want people to use it too often,” Cook stated, quoted from People, on Monday (23/3/2026).

Cook highlighted modern society’s habit of endlessly scrolling through phone screens, often ignoring direct social interactions. According to him, spending the entire day staring at electronic devices is not an ideal or healthy way to conduct daily activities.

“I don’t want people to stare at smartphones longer than they stare into someone’s eyes; as if they are scrolling endlessly. That’s not how you want to spend your day. Get out and spend time in nature,” he emphasised.

The concerns raised by Apple’s boss align with findings from the latest research published in the journal Frontiers in Psychiatry. The study concluded that although smartphones have become an inseparable part of many people’s lives, excessive use brings negative impacts on mental health.

“Excessive smartphone use can cause not only physical discomfort but also feelings of loneliness, anxiety, and depression,” the study authors wrote in their report.

In addition to discussing gadget addiction issues, the 65-year-old executive also responded to the Artificial Intelligence (AI) trend sweeping the technology industry. He assessed that AI innovations have very positive potential, but he reminded that a technology’s impact ultimately depends on the intentions of its creators and users.

“But you know, technology doesn’t want to be good, and it doesn’t want to be bad. It’s in the hands of the users and the inventors,” Cook continued.

In the interview, Cook also dismissed rumours suggesting he plans to retire soon or reduce his workload at Apple. He assured that he still loves his job and colleagues very much, so he will continue to lead innovations at the technology company.