‘Stop making smartphones’: Apple CEO Tim Cook’s advice to look beyond screens sparks online reactions

In a world where scrolling has become second nature, even the man behind one of the most powerful tech companies has a message for everyone: put the phone down and look up. Tim Cook, CEO of Apple, wants people to reconnect with the world beyond their screens.

Speaking in an interview with Good Morning America, Cook said: “I don’t want people looking at the smartphone more than they’re looking in someone’s eyes… This is not how you want to spend your day. Go out and spend it in nature.”

Cook also touched on the rise of artificial intelligence, calling it “profound” and full of positive potential. But he was quick to add a crucial caveat: Technology itself isn’t good or bad—it depends on the people using and creating it.

This perspective places responsibility not just on tech companies, but on users navigating an increasingly digital world.

From essential tool to everyday addiction

Since the COVID-19 pandemic, smartphone usage has skyrocketed. What began as a necessity—for online classes, remote work, and staying connected, quickly evolved into a habit that’s hard to break.

Teenagers and even young children are now deeply immersed in platforms like Instagram, TikTok, and YouTube—often spending hours gaming, scrolling, or consuming content endlessly.

While these tools kept the world running during lockdowns, experts warn they’ve also led to rising dependency and behavioral shifts, especially among younger users.

The hidden cost of constant scrolling

Research published in Frontiers in Psychiatry highlights a growing concern: excessive smartphone use isn’t just a habit, it can impact mental health.

Studies suggest overuse may contribute to:

• Feelings of loneliness
• Increased anxiety and depression
• Physical discomfort from prolonged screen time

Beyond personal well-being, social media has also been criticized for deepening political divides and eroding trust. Nobel laureate journalist Maria Ressa famously described it as “toxic sludge,” pointing to its role in amplifying misinformation and societal distrust.

Netizens react

The message did not go unnoticed online. Several users questioned the message, with one writing, “This is like a cigarette company telling people that smoking kills.” Then another added, “Stop making smartphones.”

Another added, “The man who built the most addictive device in history telling us to use it less is the kind of advice that is easier to give than to take.”

Others drew colorful analogies: “It’s like someone opened a bar, got everyone hooked, and now wants people to drink less.”

A few even tried to support Cook’s message, pointing out, “Hardware is not the problem, it’s the addictive apps you have installed.”

In an age of endless notifications and infinite scroll, Tim Cook’s advice is simple: step outside, connect with people, and reclaim your time.

Because sometimes, the most powerful upgrade isn’t in your phone, it is in how you choose to live beyond it.