In deciding not to exhibit at the Macworld events, CES and MWC, Apple has shown the world that it doesn’t need others to be successful. It can control the conversation far better when it holds its own press conferences which are invitation-only by design.
While this philosophy was very successful for a number of years, what Apple didn’t count on was the innovation gap between its products and the rest of the market closing to the point where a large-screen Android smartphone is actually preferable by the masses to the company’s iOS based phone offerings.
In other words – the “Apple attitude” we’re too sexy for your trade show was a great marketing concept for a number of years but now it seems like a bad choice. In just over a week as tens of thousands of movers and shakers descend on Barcelona for Mobile World Congress, we will see every competitor Apple has – we will witness launch after launch but nothing from Apple.
In fact Samsung is expected to make a major splash and launch a Galaxy S4. Last year they dominated the city as you may remember from my posts on the matter relating to the special art exhibit they had in the center of town and launch of the Galaxy Note 10.1. The S4 in case you are wondering is expected to contain a 4.8-inch Super AMOLED+ screen and possibly an 8-core processor.
You could make the argument that Apple has everyone it needs at its own press conferences but this just isn’t the case. In the age of citizen journalism you need to reach every influential citizen. These people, to the dismay of Apple, go to non-Apple events in far larger numbers than they do the company’s press conferences.
Now it’s up to Tim Cook to make Apple change with the times. Will Apple still think it’s “too sexy” to be at MWC and other events after Samsung and others steal the show? We’ll see.