Apple CEO Tim Cook has delivered a refreshingly candid and somewhat counterintuitive message to the millions of people who rely on his company’s iconic smartphones every day: don’t use them too much. In a wide-ranging interview with Good Morning America co-anchor Michael Strahan that aired on March 17, 2026, the 65-year-old executive urged users to prioritize real human connections and outdoor experiences over endless scrolling.
“I don’t want people using them too much,” Cook said plainly when discussing the role of iPhones in daily life. “I don’t want people looking at the smartphone more than they’re looking in someone’s eyes; as if they’re scrolling endlessly. This is not how you want to spend your day. Go out and spend it in nature.”
The remarks, which quickly went viral on social media, struck a chord because they came from the leader of the company that revolutionized personal computing and mobile communication. Apple’s iPhone remains one of the most ubiquitous devices on the planet, with billions of hours spent on screens worldwide every day. Yet here was its chief executive openly acknowledging the potential downsides of the very product that drives much of the company’s enormous success.
Cook’s comments formed part of a broader conversation that touched on Apple’s upcoming 50th anniversary in 2026, the company’s reflections on its legacy of innovation, the impact of recent tariffs on its operations, and its growing commitment to education. During the interview, Cook announced a significant expansion of Apple’s partnership with the Save The Music Foundation, nearly doubling the number of schools reached. The initiative will bring music education, instruments, technology, and resources to nearly 50 additional public schools across the United States, ultimately benefiting around 25,000 students next year.
Cook visited Wadleigh Secondary School for the Performing and Visual Arts in Harlem, New York, where he observed students using Apple devices to create and produce music. He expressed genuine joy at seeing technology empower young people to express themselves creatively, describing it as one of the most fulfilling aspects of Apple’s work. The partnership underscores Apple’s belief that technology should not only connect people but also help them develop skills and passions that extend far beyond digital screens.
While celebrating these positive contributions, Cook did not shy away from addressing the darker side of constant smartphone engagement. His advice aligns with a growing body of research highlighting the mental and physical health risks associated with excessive device use. A study published in Frontiers in Psychiatry acknowledged that smartphones have become “an integral part of life” for many people, yet warned that overuse can lead to serious consequences.
“Excessive use of smartphones can cause not only physical discomfort but also feelings of loneliness, anxiety, and depression,” the authors noted. Other research has linked heavy smartphone addiction to reduced physical activity, poorer sleep quality, increased social isolation, and even academic underperformance among students. High-risk users often exhibit elevated anxiety levels and spend significantly more time in sedentary behavior, creating a cycle that can be difficult to break.
Cook’s message is not a rejection of technology — far from it. Apple continues to invest heavily in artificial intelligence, privacy features, and tools designed to enhance productivity and creativity. In the same interview, he discussed the future of AI and how it can be harnessed responsibly. However, he emphasized personal responsibility and balance. Technology, in his view, should serve humanity rather than dominate it.
This is not the first time tech leaders have sounded alarms about their own creations. Figures like former Facebook executive Chamath Palihapitiya and early Google employees have previously spoken about the addictive design of social media and apps. But hearing it directly from the CEO of Apple carries unique weight. After all, features like Screen Time, Do Not Disturb, and Focus modes were introduced by Apple partly in response to growing public concern about digital wellbeing.
For many Nigerians and Africans juggling busy lives, unreliable power supply, and the demands of work, family, and entrepreneurship, smartphones have become indispensable tools for communication, mobile banking, education, and even accessing healthcare information. Yet the same devices can quietly erode face-to-face interactions, reduce time spent with loved ones, and contribute to stress when notifications never stop.
Cook’s advice invites a simple but powerful shift in mindset: use technology intentionally rather than habitually. Instead of reaching for the phone during every spare moment, look up and engage with the people around you. Put the device away and step outside — into parks, nature reserves, or simply a quiet evening walk. In a world where urban hustle and digital noise often drown out real connection, this reminder feels both timely and necessary.
Of course, balance remains key. Smartphones have enabled incredible progress: students in remote areas can now access quality education, small business owners can reach global markets, and families separated by distance can stay in touch in real time. Apple’s own tools, from iMessage to Apple Music, have helped foster creativity and community. The challenge, as Cook suggests, is preventing these tools from becoming tyrants that control our attention and emotions.
As Apple prepares to mark 50 years since its founding in a California garage, Tim Cook’s reflections reveal a mature perspective on the company’s role in society. Innovation must continue, but so must wisdom about how that innovation is used. By encouraging users to spend less time staring at screens and more time looking into each other’s eyes or enjoying the natural world, Cook is modeling the kind of thoughtful leadership the tech industry needs.
Parents, educators, and mental health professionals have welcomed the message, seeing it as validation for efforts to promote digital detoxes, family screen-free times, and outdoor activities. Schools participating in the expanded Save The Music program may now have even stronger reasons to blend technology with real-world creativity, such as live performances and collaborative music-making that require presence and human connection.
In the end, Tim Cook’s surprising advice boils down to a timeless truth: technology is a tool, not a replacement for life. The iPhone can open doors to knowledge, creativity, and opportunity, but it should never become a barrier to the things that truly matter — meaningful relationships, personal wellbeing, and the simple joy of experiencing the world beyond a glowing rectangle.
As millions of users check their phones yet again today, perhaps Cook’s words will prompt a moment of pause. Put it down for a while. Look someone in the eyes. Step outside and breathe fresh air. Your day — and your life — will be richer for it.
Apple may sell billions of devices, but its CEO is reminding the world that the best moments often happen when the screen is turned off.
