[Isamu]

Apple doesn't make money from you spending all day on your phone. They would be fine if everybody would buy a phone, maybe a couple of apps, and set aside until there was a need.

You are mistaking them for Facebook or any of the other engagement-driven, ad-selling companies.

[1sttimeposter]

Apple most certainly makes money off of ads. It isn’t a major profit center but according to the following article it is on track to rake in $2B by next year. Also they make a nice cut of sales via app purchases an in-app purchases. They. Definitely want you using your device as regularly as possible to capitalize on that revenue opportunity. Their stance on privacy and security is a marketing angle capitalizing on the fear currently out there as a result of people awakening to how much of the web is monetized (I.e. with ads).

https://searchengineland.com/apple-search-ads-expected-to-ge...

[Isamu]

Search ads, for instance in the App Store.

Again, nobody spends all day searching the App store. Apple's business model is not driven by your engagement. They make vastly more money when you make discreet choices, like buying a device, purchasing a subscription, etc.

[scarface74]

Search ads in the Apple store that the third party apps couldn’t block any way. Yes they could block users from the App Store but that’s been part of parental controls in iOS for years.

[gregoryexe]

Less time on your phone could equal less app purchases, less revenue for app developers, less loyalty to the eco-system. If everyone truly cut screen time down just 10% less a week, Apple would feel it through the app developers pain.

[iMark]

That's becoming less true with Apple's increasing revenue from services.

[arien]

You pay a monthly fee, so it doesn't really matter to them how much do you use the services during this month.

In fact, the less you use them, the more profitable it is for them.

[iMark]

But if people don't use the service they'll cancel it.

And viewing figures are going to have a big impact on future Apple tv content.

[arien]

But you use the service, just not 24/7 or to the maximum capacity. And you might subscribe because it gives you other benefits.

E.g. I have an Office 365 subscription. I haven't used Office in forever, but it comes with 5Tb of OneDrive space (family account), so I keep the subscription to store my photos. However, I've filled less than 100Gb so far and I'm sure my family has even less than that. Same thing with Prime, some months I buy a few things things, others nothing at all. But I know that every package arrives the next day, so I keep the subscription.

TV content is a bit special in this regard, true. However... If you keep binge watching, how long until you have nothing else to watch? Would you not cancel your service, then? The service is then _forced_ to keep delivering new quality content at the same speed that you watch it. Maybe Apple doesn't want to play that game.

[berbec]

I disagree slightly - if people don't pay for the service, they'll cancel it

[scarface74]

And more than likely you’ll be able to block Apple TV+ content using parental controls like you’ve been able to block everything else for years.