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Released this month, Apple’s latest iOS 12 update features tools that help users control the amount of time they spend on their phones. The new app included in the update, simply called Screen Time, produces regular reports on how much time a user has spent on certain apps, how often they pick up their device and more, and users can set daily time limits for individual apps. The app can also give parents access to their kids’ activity report via their own smartphone, and control the time their child’s device can be used.

What a sign of the times: now even smartphone producers are helping us step away from our smartphones. We’re sure that you won’t have missed this trend building over the past 12 months. With research showing the majority of us are spending 3–5 hours on our phones a day and studies likening this to cocaine addiction, awareness over our addiction to technology and its impact is at an all-time high.  

And this example should also remind you why watching business innovations is such a powerful way to track trends. Rising awareness is one thing, but it’s when consumers’ have new experiences that their expectations shift. In this case, once someone has experienced (or even heard about!) a smartphone that helps improve its users’ mental wellbeing, suddenly any technology provider that doesn’t help people manage their usage looks very out-of-touch by comparison. Indeed, we can’t help being reminded of Samsung’s Thrive, the app that encourages you to switch off, among others.

Even if you’re not in the smartphone industry, this example can still inspire you. Instead of always looking for ways to get customers using more of your product, could less actually be more valuable to them?

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