Ethical lines

This Bloomberg article, “Two Major Apple Shareholders Push for Study of iPhone Addiction in Children“, describes an effort from two Apple shareholders to get the company to add parental tools that limit child access to the phone.  This raises an interesting question which could lead to a good classroom discussion.  What obligations does a company have when it comes to ethical concerns?  While the suggested action in this case is fairly easy for Apple to implement, should they?  When a company has consumers “addicted” to their products do they have any obligation to reduce that addiction?  What if taking the requested steps pushes some consumers to a competitive product?