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MWC and IFA

Used to get a new phone out almost every week, those times are a bit behind us. Manufacturers keep an annual update schedule for their most popular series. The exception is Sony which has a six-monthly update schedule.

Many new mobiles come out around two trade fairs; MWC and IFA. These major tech fairs, Mobile World Congress in Barcelona and International Funkausstellung Berlin respectively, are used by many manufacturers to make important revelations. Some manufacturers very cleverly launch their products a week earlier or later in order to get enough attention and not get snowed under in all product announcements.

In the past a lot of phones were announced around the CES in Las Vegas, but because the MWC followed relatively shortly, manufacturers stopped.

Unpacked

Samsung is such a player that often organises its own events. These are called Unpacked and in recent years they often take place in New York and can be followed live over the internet. For journalists such an Unpacked Event is always a special event because Samsung is not afraid to try new things. We don't only mean the products but also the show around it.

Keynote

Of all manufacturers, Apple is the odd one. It never shows up at a trade fair, even the telecom fair MWC is ignored. Instead, it organizes its own event called Keynotes. A select group of journalists is invited. Media that mainly write about Apple rumours or report somewhat critically do not have to count on an invitation.

Neat thing about Apple's introduction of the iPhone is that they're available pretty quickly after they're announced. With other manufacturers this can take months.