For over a decade, Apple's done everything in its power to keep your eyes, ears, and fingers glued to your cellphone. This makes their latest feature a little puzzling.

Tucked away in iOS 12, the mid-2018 iteration of Apple's mobile operating system, is a feature called Screen Time. This feature will monitor user activity about app usage, time spent on the device, and more. It will also allow people to set limits for themselves. Parental controls are nothing new when it comes to pieces of tech, but Screen Time is a little different in that it's not necessarily for children.

"With Screen Time, these new tools are empowering users who want help managing their device time and balancing the many things that are important to them," Craig Federighi, Apple's senior vice president of software engineering, said during the product announcement. In effect, Apple is giving users the option to limit themselves and the time spent on their devices.

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Prepare yourself, because a new ad campaign from the marketing wizards at Apple may leave you a sniffling mess.

The four short spots for Apple in Australia briefly capture the weddings and first dances of real same-sex couples. The ads are all set to a Courtney Barnett cover of the INXS hit, “Never Tear Us Apart.”

Like any good first dance, there are are spins …

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Your latest iPhone update comes with some delightfully diverse new emoji options.

Apple's iOS 10 update brings some cool new features to the table.

On Sept. 13, millions of iPhone users downloaded Apple's new iOS 10 update, bringing more than a dozen new or revamped features to the company's devices.

Some changes, such as the revamped Messages app, are bound to be appreciated more than others (sorry, Apple Music). There's one tweak, however, that users may not have even noticed: new emojis.

Eddy Cue, Apple senior vice president of internet software and services, introduces iOS 10 on June 13, 2016. Photo by Andrew Burton/Getty Images.

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