Tech giant Apple has announced a new smartphone app to allow parents to place limits on how long their children can use selected apps. Called “Screen Time,” it will also send parents reports on how much their children are using particular apps like Netflix and Snapchat.
In a report from NPR, Craig Federighi, Apple’s senior vice president of software engineering, explained that it is designed to get kids to unplug at bedtime. “We know, this is something that can help families achieve the right balance for them,” he said.
Apple CEO Tim Cook explained the company’s outlook on their line of devices by saying, “We have never been about maximizing the number of times you pick it up, the number of times you use it.
“All of these things are great conveniences of life,” he said. “They change your daily life in a great way. But if you’re being bombarded by notifications all day long, that’s probably a use of the system that might not be so good anymore.”
Apple’s announcement follows increased pressure from activist shareholders to take the lead in developing controls to help parents limit iPhone use by teens and children.
In January, Jana Partners and the California State Teachers’ Retirement System (CalSTRS), which, combined, own about $2 billion in Apple stock, wrote a letter to Apple about growing “societal unease” about overuse of technology and in particular smart phones. They say this unease could cause people to steer away from purchasing the devicse, thus causing company revenue to decrease.
They charge Apple to help minimize “unintentional negative consequences” of overusing devices and spending too much time on social media.
This revelation from Apple shows that they know parents cannot control smartphone usage of their own children. Corporate parenting, as it should be defined, is an embarrassing distinction that has shunned parents from knowing what is right for their own children – even if kids use phones too much.
What should really happen if a child is using a smartphone too much?
Take it away. Why? Well…parenting 101.
The app and charge from shareholders is also an interesting regressive marketing ploy that boils down to: “We need you to buy our product, so don’t use it so much.” It seems that Apple has seen their role as a leader in capitalist manufacturing as a terrible thing, as they are now reverting to social engineering to rectify a so-called buyer’s remorse.
