An estimated 25% of people are struggling with social media addiction and problematic smartphone use. For those aged 18-25 it's 40%. That's more than 80 million people in the US alone. Given the scale, digital addiction is the most consequential accessibility issue of our time.
The attention crisis is unprecedented, urgent, and deeply consequential. Apple is the best-positioned entity to address this problem.
We believe you deserve transparency and control over how you’re being manipulated. Attention Settings demonstrates practical pathways for regulating attention-extracting products to increase consumer agency.
"I used to think there were no great political struggles left. How wrong I was. The liberation of human attention may be the defining moral and political struggle of our time. Its success is the prerequisite for the success of virtually all other struggles." — James Williams
Apple is a uniquely positioned company. The core of Apple's DNA is about empowering world-changing creativity. Its business is not built around ads. Our lifetime-value is higher for Apple if we get to live meaningful and creative lives and solve the worlds hardest problems.