Mattress maker Eve Sleep has published an open letter asking that Apple delete the snooze function from its alarm clock app in iOS 12.2.
The letter sent to Apple's London headquarters and addressed to chief executive Tim Cook asks Apple to “single-handedly improve the nation's sleep wellness” by removing the snooze button.
While hitting snooze may seem like an innocuous bid for forty more winks of sleep, mental health and neuroscience expert Matt Janes argues otherwise.
“The snooze button can have a detrimental effect on your health, especially your mental health,” said Janes, who is working with Eve on the campaign.
“You’re essentially multiplying the assault on your brain and body each time you press snooze, by repeating the impact on your autonomic nervous system each time you're awoken.”
The London brand launched the campaign to refuse to snooze today to coincide with World Sleep Day.
Eve chief executive James Sturrock said: “We recognise the startling effect the snooze button is having on millions of Brits every morning and on World Sleep Day we want Apple to join us in urging the nation to refuse to snooze.
“At Eve, we believe everybody deserves the perfect start and we do our part through designing award-winning products that help people sleep better,” Sturrock added.
The company announced a boardroom overhaul earlier this week after its financial performance missed market expectations.