*By Alisha Haridasani*
Apple plans to introduce software that will reportedly help habitual iPhone users spend less time glued to their smartphones, a shift away from the company’s efforts to keep people more reliant on its hardware.
The company is expected to unveil its Digital Health initiative at the annual Worldwide Developers Conference next week in San Jose, [Bloomberg reported](https://www.bloomberg.com/news/articles/2018-05-31/apple-to-tout-digital-health-ar-features-at-software-conference). The tools, bundled with the new iOS mobile operating system, help monitor how much time people spend on their phones.
The Digital Health tools are likely a response to concerns raised by two of the company's shareholders in January about the possibly addictive nature of some smartphone apps, particularly among children. “We believe there is a clear need for Apple to offer parents more choices and tools to help them ensure that young consumers are using their products in an optimal manner,” the shareholders said in an [open letter](https://thinkdifferentlyaboutkids.com/).
Apple’s decision to encourage people to put down the company’s most popular product may seem counterintuitive, but it may also point towards a future business strategy for Apple that is more reliant on its services business, which includes Apple Music and iCloud.
The iPhone accounted for more than 60 percent of Apple's revenue in [Q2](https://www.apple.com/newsroom/pdfs/Q2_FY18_Data_Summary.pdf), but growth in sales have slowed in the past few years. Apple’s services, however, are starting to generate more revenue, surpassing revenue from iPads, Macs, and other accessories, such as Apple Watch and Apple TV.
Apple has tried to boost subscriptions for its Music service and has invested in producing original content, as competition with Spotify and Netflix heats up.
Netflix is testing out a way to charge users who share their passwords with friends and family, and while it's not being introduced in the U.S. yet, it might one day. The streaming giant is under pressure to grow membership numbers after lackluster fourth-quarter guidance, and anticipated pressures as people return to work and face higher costs elsewhere, thanks to rising inflation. Will Netflix see increased customer cancellations if it implements a price hike for password sharing? Is the company only focusing on the investor, and not the subscriber? Seth Schachner, Managing Director at StratAmericas and Digital Business Executive, joins Closing Bell to discuss Netflix's plans to charge for password sharing, why the company is doing so, how it might hurt subscriber numbers and more.
Simeon Hyman, Chief Investment Strategist at ProShares, joins Cheddar News' Closing Bell, where he explains why his firm launched the Proshares Metaverse ETF today and how this portfolio offers the opportunity for success both now and in the future.
Medical cannabis company Akanda went public this week in what was the first traditional IPO of the month. Shares jumped about 163% in the stock's first day of trading. The London-based company says it hopes to supply medical cannabis products to wholesalers in international markets. Tej Virk, CEO of Akanda, joins Cheddar News' Closing Bell to discuss.
Software company Akeneo CEO Fred De Gombert joined Closing Bell to discuss its recently closed Series D funding round raising $135 million in its quest to redefine product information management. De Gombert said the company is set out to improve the product information category by harnessing the power of data, which comes at a time where customer behavior has shifted in the pandemic era. "We are more and more demanding as consumers when we are shopping online or even offline. We are looking for more and more information," De Gombert said.
Bioscience and genetic engineering company, Colossal, raised $60 million in a Series A funding round. Colossal is focused on developing new technologies and genetic tools to restore extinct species, and protect critically endangered species. One of the startup's long-term goals is to resurrect the woolly mammoth, and return it back to the arctic. Colossal also says it is developing technology that expands beyond animals, and has the potential to advance human health. Ben Lamm, co-founder and CEO of Colossal, joins Cheddar News' Closing Bell to discuss.
Nate Morris, Chairman and CEO of Rubicon, joins Cheddar Innovates to discuss how the company is creating a digital marketplace for waste and recycling, and how technology and sustainability will go hand in hand in the future.
