Apple has announced that it will introduce new features to help parents protect children

Apple says it has new features and enhancements in the pipeline to help parents control children’s use of iPhones and other devices.

Apple was responding to a pair of its shareholders who wrote an open letter last week arguing that the iPhone-maker needs to tackle what’s seen as a “growing public health crisis” of smartphone addiction in young people.

In a statement released to The Wall Street Journal, Apple said: “We have new features and enhancements planned for the future, to add functionality and make these tools even more robust.” 

The company also stressed that it takes the issue of mobile addiction among young people very seriously : 

“We think deeply about how our products are used and the impact they have on users and the people around them. We take this responsibility very seriously and we are committed to meeting and exceeding our customers’ expectations, especially when it comes to protecting kids.

The company pointed to existing parental controls built into iOS that help parents moderate content including apps, websites, movies, songs, and books. The tools can also restrict cellular data, password settings, and other features.