Facebook wants users to stay on Facebook as long as possible. That’s called engagement, and the social media company hires professionals to ensure that users stick around as long as possible. Google works much the same way and wants users to engage the search engine giant as much as humanly possible. There is money in ongoing engagement. Apple CEO Tim Cook has a better idea.
Put down your iPhone.
Wait! What? Isn’t Apple’s corporation built upon products we can use day in and day out, always on, always connected, always in use?
Cook at the Time 100 Summit:
Apple never wanted to maximize user time. We’ve never been about that
Again, Apple differentiates itself from other technology giants. Values.
I’ve always deeply felt that people should have values. A corporation is nothing more than a collection of people, so by extension a corporation should have values.
I would like to see those so-called values extended to Mac sufferers with bad keyboards, to AirPod users with batteries that do not last beyond an hour, to iPhone and iPad customers with displays that go wonky just after the warranty expires.
But I get the idea and applaud the enthusiasm.
We cannot be looking to the government to solve all the problems. I think it takes the public sector, the private sector, and academia working together to solve these problems.
Name another company that works so diligently to succeed while working to keep the environment sustainable.
Apple’s probably the only large company that doesn’t have a PAC. … The company donates zero to political candidates.
Apple Inc. often sounds like Tim Cook Inc.
In a world where everything is totally open, people begin to guard what they will say. Think about where society will go if we are afraid to share our opinions — if we fear we are being listened to, surveilled, monitored.
Privacy and security are major issues to a minor number of Apple’s customers.
We began to recognize it was important to monitor your body on a real-time basis, versus just going to the doctor once per year and having vital signs checked
This may be Apple’s finest moment. Health tracking. Performance measured is performance improved.
We’re at the early stages of this with the Watch, and obviously we’re working on a bunch more things. I do think there will be a day we look back and say Apple’s greatest contribution to mankind has been in healthcare. I think that will happen.
What about using iPhone more instead of less?
Apple has never wanted to maximize user time. We’re not motivated by this by a business point of view, and certainly not by a values point of view. We want to enable things for your life, empower you to have experiences you couldn’t have.
It is clear there are certain apps that people can get in the mindset of just scrolling through mindlessly and continually picking up their phones to see what is happening right at this second.
Apps are designed to do just that– make you engage.
If you’re looking at your phone more than you’re looking into someone’s eyes, you’re doing the wrong thing.
Anecdotally, Steve Jobs may have said, “You’re holding it wrong” but Cook is correct. Apple’s business model offers 24/7 engagement but that is not an objective. What I see is Apple sitting on the fence of engagement (it allows Facebook and Twitter and other apps to suck users into prolonged engagement) and on the fence of privacy and security (it takes money to keep Google as the default search engine).
Apple needs to provide easier controls for users to manage their time on each device.