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But Senior Vice President of Software Engineering Craig Federighi used a variety of euphemisms for it: "We might not realize just how distracted we've become", he said. With Downtime enabled, users can't receive notifications and won't be able to use any apps unless they designate them as Always Allowed, which overrides Downtime.

Apple also announced some other small related features, like setting end times for Do Not Disturb when you leave a location or when event ends, as well as adjusting notification settings for apps right from the Notification Center (without going into the Settings). Share your views with us in the comments.

Apple said iOS 12 will significantly improve how apps load and other performance features on iOS devices.

The conference kickoff came the same day the New York Times reported that Facebook gave special access to device makers, including Apple, to personal data on social network users and their friends. But Apple said that the macOS will hide most of this information from websites.

Apple is taking active steps to block Facebook's data collection practices. It was a clear reference to Facebook's Cambridge Analytica scandal.

Additionally, Apple is making fingerprinting - the ability for trackers to identify specific devices - much harder.

Clinton says TV interview about Monica Lewinsky scandal wasn't his 'finest hour'
"I think that if I were Bill Clinton , I would not see that as a 'Yes, I'm getting an invite, '" Tur commented. But you know, she's living in a different context.

While introducing this feature to the world, Apple made a decision to show Facebook apps as an example, which is amusing because they could have chosen any other app.

Later when we spoke with Tim Cook, we asked, did they introduce this as a way to directly target Facebook?

In January, investors Jana Partners LLC and the California State Teachers' Retirement System, who control $2 billion worth of Apple shares, urged Apple executives to consider the mental health issues of constant device users and to bring into play ways to restrict their use time.

In terms of measuring the success of the iPhone, "We've never been focused on usage as a key parameter", Cook said.

With this improvement coming to millions of devices it certainly looks set to make older iPhones more user-friendly but Apple is also trying to make sure its customers are aware of just how long they are spending on their devices. Although Apple didn't make this announcement on its WWDC 2018, according to the source 9to5mac, iOS 12 soon let you register an "alternative appearance" for Face ID.