Two major shareholders in Apple are pushing the smartphone manufacturer to study what they see as the growing problem of young people getting addicted to their iPhones.
"We think deeply about how our products are used and the impact they have on users and the people around them", Apple said in the statement. The investors also propose in the letter that Apple have to enhance IOS and apps to make parents and guardians more resources in order to make them protect their children's wellbeing.
We began delivering these controls for iPhone in 2008 with the introduction of the App Store, building on what we'd learned from offering similar features for the Mac a few years before iPhone was introduced. "We take this responsibility very seriously and we are committed to meeting and exceeding our customers expectations, especially when it comes to protecting kids".
The investors control Dollars 2 billion worth of Apple shares, have appealed to the multinational technology giant to take action in order to offer more tools and choices for families to protect their children from the harm can be caused due to smartphones.
Apple now allows parents to have control over apps that installed on a child's device, provides control over in-app purchases and gives them the ability to restrict access to certain websites. They can restrict app usage, access to website and movies and more.More news: Amazon Alexa Will Come To Windows 10 PCs This Year
The shareholders are concerned that the "entrancing qualities" of iPhones have "fostered a public health crisis" that could hurt both children and the company, according to Bloomberg.
For example, the research of a psychology professor at San Diego State University shows that children in grade eight who are heavy users of social media have a 27 per cent higher risk of depression, according to the letter.
Interestingly, the late Steve Jobs-Apple's CEO when it first introduced the iPhone and iPad-expressed concerns about over-exposing children to technology.
Apple didn't commit to providing such funding, nor did it make mention of a timeline for new parental control features that it intends to introduce.