In an era where smartphones have become extensions of our hands, a simple gray square magnet is emerging as an unlikely ally in the battle against excessive screen time. Known as the Brick, this $59 device is gaining traction among those weary of doomscrolling through social media feeds. Created by a small team aiming to foster better digital habits, the Brick physically blocks access to selected apps and websites, forcing users to step away from their devices to regain control.
The product's rise comes amid growing concerns over digital addiction. According to reports, over 1 billion people spent at least three hours daily on social media in 2020, a trend exacerbated by the COVID-19 pandemic that entrenched poor digital hygiene for many. Traditional tools like iPhone screen-time limits often fall short, as users can easily override them with a few taps. The Brick, however, introduces a tangible barrier, requiring a physical interaction to lock or unlock features.
TJ Driver, co-founder of the company behind the Brick, explained the device's mechanics in an interview with CNET. "Instead of relying on batteries or an external power source, it draws power directly from your smartphone's NFC reader when you tap it," Driver said. "That communicates with your Brick app to lock (or unlock) your selected apps, putting real friction between you and your screen time." Powered by a near-field communication chip, the Brick eliminates the convenience that makes digital distractions so pervasive.
Users purchase the Brick for $59, which includes the physical device and lifetime access to its companion app—no subscription required. Shipping costs vary by location, but the product qualifies as HSA/FSA-eligible and comes with a 30-day money-back guarantee. Upon unboxing, buyers scan a QR code to download the app for iOS or Android. For iPhone users, setup involves entering a passcode, which can later be removed. Android setup grants permissions for alarms, reminders, and notifications.
One Brick can pair with multiple phones, and a single phone can connect to several Bricks, ideal for placement in different spots like home or work. The device's magnetic backing allows it to adhere to refrigerators or lockers, while an anti-slip silicone bottom ensures stability on flat surfaces. For added security, a $12 adhesive mount is available, though it's not essential for most users.
Getting started is straightforward. After creating an account and granting screen-time tracking access, users define "modes"—up to 10 customizable profiles for scenarios like work, studying, or family time. Each mode specifies apps and websites to block or allow, with all data stored locally on the device for privacy. The Brick itself doesn't access blocking details.
To activate a session, users press a "tap or hold to Brick" button in the app and physically tap their phone against the device. Holding the button for five seconds initiates a lock that requires the physical Brick to undo. Scheduling is also possible, enabling modes at set times on specific days, ending either on a timer or via tap.
The app offers further tweaks, including activity tracking and five "emergency unbricks" for urgent situations without the physical device—limited to prevent overuse. When active, users can enable features like Do Not Disturb or grayscale mode to further deter engagement. Notifications alert when a session begins or ends, and weekly email recaps provide usage insights.
A wellness writer who tested the Brick for several months shared a personal account of its impact. Placing the device on her fridge—far from her doomscrolling spot on the couch—created intentional friction. She named one mode "Mindful Mode," blocking TikTok, YouTube, and Instagram. "Unlike screentime limits that only work on your phone, I love that the Brick requires an extra step, allowing you to get away from your phone's influence and take a moment to ask yourself: Do I really want to spend more time on my phone right now?" she wrote.
This pause prompted reflection on alternatives like spending time with loved ones, reading, birdwatching, or walking. Her longest session lasted 6 hours and 45 minutes, totaling 35 hours bricked over the test period. "Numbers aside, I genuinely believe that the Brick has helped me spend less time on my phone," she noted. "Social media is designed to be addictive, so having a physical barrier like the Brick helps break the cycle and remind you that there are more important things in life than your devices."
Attempting to access a blocked app displays a message reinforcing the lock, further discouraging impulsive use. The writer's experience shifted her from fear of missing out (FOMO) to no more (NO-MO), highlighting the device's role in reclaiming free time. Even after the review period, she reported reduced scrolling without relying on the Brick, suggesting lasting behavioral change.
While the Brick stands out for its design and no-subscription model, alternatives exist. The $39 Bloom Card and $49 Blok Card offer similar NFC functionality but are wallet-sized and non-magnetic. The $27 Unpluq Tag requires a premium subscription starting at $35 for six months. Budget-conscious users might opt for a 50-pack of NFC tags for $13 or a printed QR code paired with the free, open-source Foqos app to mimic the effect.
The Brick's creators emphasize its thoughtful engineering, from the palm-sized form to app customizations. As digital wellness tools proliferate, the device addresses a core issue: the ease of digital access. By necessitating physical separation, it encourages mindfulness in an always-connected world.
Experts in mental health and technology have long advocated for such interventions. With screen time linked to anxiety and reduced productivity, innovations like the Brick could play a role in broader efforts to promote balance. As adoption grows, particularly post-pandemic, it remains to be seen if physical deterrents will become mainstream solutions.
Looking ahead, the Brick's success may inspire further developments in hardware-software hybrids for habit formation. For now, it offers a low-tech reminder that stepping away—literally—might be the simplest path to digital detox. Users like the reviewer underscore its potential, even as affordability remains a point of discussion compared to cheaper, subscription-based rivals.