Why Steve Jobs didn’t let his kids use an iPad and what research says about children’s screentime

In today’s digital world, screens are everywhere. From tablets and TVs to smartphones and laptops, our kids are growing up in an environment saturated with technology. But as a parent, it’s natural to wonder: how much screen time is too much and what does the research actually say?

In a 2010 interview with The New York Times, journalist Nick Bilton recounted a moment that shocked many readers: when he asked Steve Jobs, then CEO of Apple, “So, your kids must love the iPad?” Jobs replied, “They haven’t used it. We limit how much technology our kids use at home.”

Steve Jobs, a visionary leader, transformed the technology landscape with his innovative ideas. His philosophy around technology also extended to his family life and parenting style.

This revelation became one of the most shared anecdotes about Jobs in the years following his death. It seemed ironic, even paradoxical, that the man who ushered in the era of the smartphone and tablet would deliberately shield his children from the very devices he brought to the world. But behind that irony lies a deeper conversation about parenting, technology, and our collective relationship with the tools we so eagerly adopt.

This is particularly evident in the way Steve Jobs approached tech usage in his home.

Jobs wasn’t alone in his cautious approach. Many Silicon Valley executives and engineers — the very people who design and market our most addictive digital products — are known to set strict limits on their own children’s screen time. Some even send their kids to “low-tech” or “no-tech” schools, where hands-on activities and human interaction are prioritized over digital devices.

Steve Jobs and Screen Time

Steve Jobs was known for his revolutionary contributions, but his views on technology’s impact on children were equally noteworthy.

One study by US and UK researchers looked at 11,500 brain scans of children aged 9 to 12 alongside health assessments and their own reported screen time use. While patterns of screen use were linked to changes in how brain regions connect, the study found no evidence that screen time was linked to poor mental well-being or cognitive issues, even among those using screens for several hours of the day.

Interestingly, Steve Jobs’ practices align with various studies that scrutinise children’s screen time.

The study, which ran from 2016 to 2018, was supervised by Oxford University Professor Andrew Przybylski, who has studied the impact of video games and social media on mental health. His peer-reviewed studies indicate that both can, in fact, boost wellbeing rather than damage it. Prof Etchells says: “If you think that screens do change brains for the worse, you would see that signal in a big data set like that. But you don’t… so this idea that screens are changing brains in a consistently or enduringly bad way, that just doesn’t seem to be the case.”

Steve Jobs’ cautiousness was not unfounded as research reveals significant insights about screen time’s effects.

The UK campaign group Smartphone Free Childhood says 150,000 people have so far signed its pact to ban smartphones for children below the age of 14 and delay social media access until the age of 16. And a UK study in which participants were asked to record time diaries of their screen time found that higher social media use aligned with higher reported feelings of depression in girls.

When Jean Twenge, a professor of psychology from San Diego State University, began researching rising depression rates among US teenagers, she did not set out to prove that social media and smartphones were “terrible,” she tells me. But she found it to be the only common denominator. Today, she believes separating children and screens is a no-brainer and is urging parents to keep children and smartphones apart for as long as possible. “Children’s brains are more developed and more mature at 16,” she argues. “And the social environment at school and friend groups is much more stable at 16 than it is at 12.”

Even researchers like Jean Twenge echo sentiments similar to those of Steve Jobs concerning screen usage.

Furthermore, one Danish study published in 2024 involved 181 children from 89 families. For two weeks, half of them were limited to three hours of screen time per week and asked to hand in their tablets and smartphones. It concluded that reducing screen media “positively affected psychological symptoms of children and adolescents” and enhanced “prosocial behaviour”, although added that further research was needed.

Echoing Steve Jobs’ sentiments, studies indicate that controlled screen time can yield positive outcomes.

Additional research in child development uncovered the following: –

Cognitive and Language Development

Just like Steve Jobs believed, interactive play trumps screen time for cognitive growth.

A 2019 study in JAMA Pediatrics found that excessive screen time at age 2 was associated with lower developmental scores by age 3 and 5. Children learn more effectively from real-world play and face-to-face interaction than from screens.

Mental Health

Steve Jobs’ approach to screen time was rooted in concerns for children’s mental health.

A large-scale study from The Lancet showed that more than 2 hours of recreational screen time daily in adolescents was linked to lower psychological well-being. Social media overuse is associated with increased anxiety, depression, and body image issues, especially in teens.

Sleep Disruption

Ultimately, Steve Jobs’ perspective on technology urges us to rethink how screens fit into our lives.

Screen time before bed is proven to interfere with melatonin production, making it harder for kids to fall and stay asleep. Kids who use screens right before bed tend to get less overall sleep and feel more tired the next day.

Physical Health

Sedentary screen use displaces physical activity, contributing to rising childhood obesity rates and musculoskeletal issues like poor posture and eye strain.

5 Practical Tips for Healthy Screen Use

Incorporating Steve Jobs’ principles into our daily routines can foster healthier screen habits.

• Set daily limits, especially for younger children
• Choose educational, age-appropriate content
• Create screen-free zones (e.g., bedrooms, dining table)
• Avoid screens 1 hour before bedtime to protect sleep
• Model healthy screen habits — kids learn most by watching what you do

In summary, screens aren’t inherently bad. In fact, they can be powerful tools for learning, creativity, and connection. But like anything, moderation is crucial. By setting boundaries, choosing quality content, and making time for offline experiences, you’ll help your child develop a healthier relationship with technology. One that supports, rather than hinders, their development. The goal isn’t zero screen time — it’s balanced screen time.

By embracing Steve Jobs’ insights, parents can help their children navigate the digital landscape responsibly.

Our Partnership with Internet Matters

As we explore digital safety, Steve Jobs’ legacy reminds us of the importance of mindful tech usage.

Active Digital are proud to partner with Internet Matters, and you can find lots of helpful advice and videos on their website.  Whether your child is taking their first steps online or you need guidance on a specific issue, the Internet Matters website offers a host of information, resources and advice to keep your child’s online life fulfilling and, above all, safe.  “My Family’s Digital Toolkit”( My Family’s Digital Toolkit – tailored online safety advice | Internet Matters )  offers personalised online safety advice based on a child’s age and the apps and devices they use, to help parents quickly and easily set up online safety features to protect children.

Working with Internet Matters, we echo Steve Jobs’ commitment to fostering safe online environments for children.

Active Digital’s Children’s SIM

In conclusion, while Steve Jobs revolutionised technology, his insights on its usage remain pivotal for parenting today.