Apple has the "moral responsibility" to manage technological addiction, says the chief designer

The man behind the iPhone and Apple Watch revealed that he thought the firm had a "moral responsibility" to manage the effects of its technology.

As technology companies are increasingly criticized for their role in phone and application dependence, Jonathan Ive, head of design at Apple, told The FT that the problem "keeps me awake," reports the website. . Daily mail.

"If you create something new, there will inevitably be unforeseen consequences, some will be great, and some less positive," he told the paper.

"It is the responsibility to try to foresee as many consequences as possible and I think you have the moral responsibility to try to understand, to try to mitigate those that you n & # 39; Had not planned, "he said.

"I think it's part of Apple's culture to believe that there is a responsibility that does not end when you send a product, it keeps me awake."

Part of Apple's response to the problem, called Screen Time, was launched as part of the free iOS 12 update for iPhone, iPad and iPod Touch.

It offers new tools for managing the time spent on the screen. Users will be able to see how often (or their children) answered the phone after bedtime or how long they were on Instagram at work.

The head of design Apple also revealed that he had attended the wedding of Princess Eugenie, saying he had met for the first time his father, Prince Andrew, photographed at the wedding wearing an Apple Watch, ten years ago.

Last week, I stated at San Francisco's Wired25 conference: "The nature of innovation is that it's impossible to predict all the consequences.

"From my experience, there have been surprising consequences," he told Anna Wintour.

"Some fabulous, and some less."

"There was the iPhones first, and now there is an addiction to the iPhone," Wintour said.

"What do you think of that, is the world too connected?"

"I think it's good to be connected," Ive replied.

"I think the real question is what you do with this connection."

"We have worked hard to understand not only how much time you use a device, but also how you use it," Ive said.

I've said the key to overcoming addiction in the human connection.

He said that Apple's work on emoji and messaging was aimed at "restoring humanity to the way we connect."

He also touched on Apple's secret by stating, "It's been a long time since I feel responsible for not confusing or adding noise on what's being worked on because I know that sometimes it does not work. "

Wintour also asked what prompted Ive to stay at Apple, and he said that excitement was the key.

"If you lose that childish excitement, I think it's time to do something else."

Wintour asked if he was at this point, to which he replied "Oh my God, no."