We Never Wanted You To Overuse Our Products: Apple CEO We Want people To Be Empowered: Tim Cook With regards to the overuse of devices and potential links to depression and the impact of smartphones on children, Apple CEO Tim Cook said that the company’s actions were not in response to any specific point. He was addressing parental concerns of phone addiction among children. He said, they have never wanted people to overuse their products. They just wanted people to be empowered from them and do things which they couldn’t do otherwise. But if people spend all their time on their phone, then its actually too much.