Apple CEO Tim Cook Urges Users to Spend Less Time on Smartphones and More "In Nature"

Apple CEO Tim Cook issued a "surprising" piece of advice for iPhone users during an interview with Good Morning America on Tuesday, March 17, 2026.

The 65-year-old executive, reflecting on Apple’s 50-year legacy, told Michael Strahan that the goal of the technology is not to keep users glued to their screens.

“I don’t want people looking at the smartphone more than they’re looking in someone’s eyes; as if they’re scrolling endlessly,” Cook stated.

“This is not how you want to spend your day. Go out and spend it in nature.”

The interview highlighted the tension between ubiquitous technology and mental well-being, specifically as concern grows over "excessive use" and its links to feelings of loneliness and anxiety.

Cook, who has led the tech giant since 2011, emphasized that while devices like the Apple Watch have helped "save lives," the ultimate value of technology remains in the hands of the user.

“Technology doesn’t want to be good, and it doesn’t want to be bad,”

he noted. “It’s in the hands of the user and the hands of the inventor.”

The CEO's comments currently stand as a primary focus for Apple’s ongoing "digital health" narrative. Its primary mandate involves encouraging more meaningful human interaction over endless digital consumption.

Cook also used the platform to push back against "rumors" regarding his retirement, affirming that his passion for the company remains as strong as ever.

The discussion will also absorb and expand upon the broader impact of AI and its potential to be "so profound and so positive" if managed correctly.

A critical component of Apple's current strategy involves its partnership with Save The Music, expanding school music programs to ensure technology serves as a tool for creativity rather than a distraction.

One industry analyst cited Cook’s "deep love for what he does" as the primary driver for his continued leadership during this transitional era for the company.

One of the most immediate challenges for the tech industry is balancing "innovation with responsibility."

Observers cited the "unpredictable effects" of social media and AI as the primary reason for the Surgeon General’s recent warnings.

“The people I work with are so amazing... they bring out the best in me,” Cook remarked, suggesting that the human element of Apple’s corporate culture is what will guide its future AI developments.

The establishment of this "nature-first" philosophy follows Apple's 50th-anniversary celebrations last month.

While the company continues to reinvent music and communication, the emphasis remains on ensuring that users do not lose sight of the world around them.

Director-level executives at Apple pledged to continue developing "Screen Time" and wellness features to support Cook’s vision.

As the 2026 tech landscape evolves, the question remains: “How will this shift toward digital mindfulness affect Apple's bottom line?” a question that will likely be debated as users decide whether to keep scrolling or step outside.