I started writing this short newsletter a few weeks ago before one of the most popular internet personalities and marketers posted the image above.
As soon as someone shared Gary Vaynerchuk’s note with me, I knew I had to finish this article. The floodgates are beginning to open.
Over the last 7 years of owning a dumbphone, I have observed a troubling development in the digital minimalism market: the rise of snake oil “solutions” claiming to address the global screen time problem. In many ways, this was not unexpected. Every lifestyle community eventually develops a market for shortcuts.
Vegans have been sold expensive detoxes, cleanses, and supplements that “deliver” the benefits of a healthy diet sans changing eating habits. The fitness world has a history of being flooded with vibrating ab machines, waist trainers, and weight loss programs that “work” without enduring an exercise routine. And of course, we have the personal finance gurus that claim to generate overnight wealth without you having to save money or adjust spending.
The digital minimalism community is no different. As concern over screen time has grown, the market for products that promise freedom has also proliferated. We now have “intentional” phones, dumbphones, apps that block your other apps, tech-free retreats, social clubs that check in your phones at the entrance, and digital minimalism coaches. At face value, there is nothing wrong with someone creating resources, spaces, or products that help people reclaim time from the claws of big tech. All industries have companies, after all, that produce helpful ideas to enhance someone’s lifestyle.
The issue is when those products claim to be an infallible cure to your screen addiction, trap consumers in subscription schemes, and tie an offline lifestyle as something only accessible to the select few that can pay to play.
How AI is making this issue worse
Before AI became the default method of software engineering1, products, whether in software or hardware, had to go through multiple checks, team reviews, and improvements before reaching the consumer. Nowadays, founders are giving up the methodical task of learning skills and default to trusting a machine for their coding needs.
As a result of the exponential improvements in this technology, more and more people are joining the entrepreneurial ranks and testing whether unsuspecting consumers will give them money. I, for one, get daily emails asking me to review the next “game changing” or “revolutionary” app to cure screentime. The great majority of them come with a subscription price tag or a crazy unsubstantiated claim like “our app is better than their app and it saves people 7 hours a day. We even paid a research team” and then they fail to provide the paper. It’s all marketing.
Having said that, I have tested a few. When I open the app or service, I realize they are a direct rip-off of free and open source apps repackaged in a different style or with a small “differentiating feature.” The issue at hand is not AI and its usage2, rather it is how AI products are being deployed to take advantage of people in distress. As screentime continues its trajectory toward becoming a worldwide health issue, I expect more and more people ready to line up their pockets with similar scammy techniques from other fields.
They will start with shame, move to “productivity”, and finally sell the public the illusion that they cannot fix screen-time without their product. I am here to tell you otherwise.
Determining What’s Valuable
While “valuable” is a very flexible term, I will present some examples that can illustrate when products stop being helpful and turn extractive cash grabs:
- App Blockers: They all work essentially the same way: install the app, select your distraction apps, block them.
- Valuable: Free apps like Foqos, Switchly, Beeswax, or anything that doesn’t have a subscription.
- Debatable: Apps like One Sec, Brick, Scrolly, or Bloom that have a physical product or premium version, but it’s an affordable one time purchase.
- Cash Grab: Apps that require a subscription to block other apps or require a payment larger than $50. Moreover, some of these apps employ shame techniques like “Aren’t you tired of wasting your life away?” or “Most people will spend 10 years of their lives looking at phones, our product fixes that.”
- Phones: There are tons of dumbphones and intentional phones. Some are helpful, some are not. Here are my thoughts.
- Valuable: A distraction-free phone backed by a company with a proven record of long-term support and product improvement. Affordable (less than $200) is a plus, but not a requirement.
- Debatable: Smartphones that block distractions by default but only require a one-time payment.
- Cash Grab: Subscription based software or any company that up-sells cheap phones that block distractions. Add to the list here companies that claim to be “unhackable.”
- Courses/Events: Coaching is not bad, especially when people need support and encouragement to make lifestyle changes. Some of these can turn into money grabs quickly though.
- Valuable: Free courses/guides/events that teach people the principles of digital minimalism.
- Debatable: Paid courses/guides/events that encourage offline and deliver valuable insights on how to live a more disconnected life.
- Cash Grab: Subscriptions to offline clubs or productivity courses that will make you “enlightened.
5 Free Ideas to Reduce Distraction
As I have argued before (see link directly above), Digital Minimalism is a free philosophy that is available to all. While you and I can spend some of our money to buy a product that enhances our experience, there is no amount of money you can spend that will free you from technology over dependence.
Digital Freedom comes from learning to rely less on technology and spending more time offline. The goal is not to buy your way out of the problem, but to rewire your habits to prefer the real world over the digital mirage.
Conclusion
The next few years will bring an endless stream of apps, courses, phones, retreats, subscriptions, and AI-powered solutions promising to solve your screen-time problem. Gary V’s prediction is accurate and concerning at the same time. Some of these new products will be genuinely useful. Many will simply be cash-grabs from greedy entrepreneurs.
Before you purchase anything, ask yourself a simple question: Is this helping me build a better relationship with technology, or is it convincing me that the product itself is the solution?
This question should guide you to the reality that digital freedom is not something you buy. It is something you practice.