# Dear Tim,

September 2019

In our attempt to push the conversation about the role of phones in our day to day lives, we felt who better to talk with than the most important man in phones today, Tim Cook, CEO of Apple.

"Dear Tim" Campaign from The Light Phone on Vimeo

Playing in picture-in-picture

Tim, of course, is a human like the rest of us, and has opened up about spending too much time on smartphones. Apple even started to roll out various screen time tracking and limiting features in 2018 that brought a lot of awareness to the issues. However, in 2020 the problems seem to be getting worse still.

After hearing him talk about phone addiction, we asked ourselves, “I wonder what he’d think of the Light Phone and what we’re trying to do?”

We tried emailing, but understanding he’s a pretty busy guy we figured we’d try a few other things too like writing him letters on billboards outside their Cupertino office or...

on this wall in SOMA district of San Francisco

we changed the billboard every week

we pulled up outside TechCrunch Disrupt

…two days in a row

we left him our phone number

we wrote him when he came to New York…

we wrote him a poem

we wrote him a letter in the New York Times

We’d still love to chat, Tim.

Much love,

Light Phone