Apple chief executive Tim Cook has told a summit that the company doesn't want customers to spend all of their time on its devices.
Medical bodies and professionals have warned about the amount of time that adults and children are spending in front of screens, although suggested optimal amounts differ.
Apple never wanted to maximize user time, we're not motivated by this by a business point of view," he said.
Mr Cook added: "Every time you pick up the phone, it means you are taking your eyes off the person you are dealing with.
"If you are looking at your phone more than you are looking at someone's eyes you are doing the wrong thing."