Why doesn't Apple attend MWC? Is it arrogance or caution?

As a company with a market value of more than 900 billion US dollars, Apple has always maintained a mysterious image among the masses. Refusing to cooperate with the FBI to unlock the iPhone of criminals, directly acquiring companies that want technology, and drastically cutting off old standards... From these aspects, Apple is still a very backbone company. In addition to these, Apple is also a very arrogant company, of course, this trait is exactly the same as one of its founders, Steve Jobs himself.

Whether in Jobs's biography or in the movie, employees and partners describe him as "difficult to work with," "dictatorial," "bad tempered," and other seemingly derogatory words. However, whenever employees mention this "devil boss," their faces reveal indescribable admiration and worship. It is precisely because of Jobs' leadership that Apple can stand at the top of the technology circle. But this eccentric personality also makes Apple do many "different" things.

As a grand event in the world of mobile phones, the MWC World Mobile Congress is in full swing. Every year, the MWC exhibition attracts manufacturers from all over the world to bring us their latest technologies and new phones. But some people will definitely ask, why is Apple, a technology giant, never seen at such exhibitions? In fact, the organizers of MWC have invited Apple before, but whether it is MWC or CES, Apple has never been very interested in such exhibitions. Is it really like the general public's speculation that Apple does not participate purely because of arrogance?

In fact, if we think about it carefully, we can also see some clues. First of all, Apple has two major press conferences every year, which are roughly at the end of March and the beginning of September. The time of the spring press conference in March is not much different from the MWC conference. The influence of holding it separately is always better than holding it in a messy exhibition hall! In fact, some people have always believed that Apple's spring press conference is to steal the limelight of MWC. Of course, the real reason is probably only known by Cook himself.

Last year, Apple's new headquarters, Apple Park, was completed. Apple released a special product for the 10th anniversary of the iPhone in the Steve Jobs Theater. In fact, this press conference was also the first time that Apple opened its campus to the media. People's enthusiasm for this new headquarters is actually no less than that for the phone itself. The UFO-shaped design, the dome-shaped glass curtain wall theater, and the spiral staircase all reflect Apple's corporate culture and aesthetics. An Apple press conference is a perfect combination of sound, picture, and technology.

From the early preparation to the later realization, it is a process that requires careful planning and preparation. However, in an exhibition with a large flow of people, it is obviously impossible to meet Apple's requirements for various details. In an exhibition with a chaotic venue and insufficient preparation time, any small mistake will be magnified and become a stain on the company. So it may be for this reason that Apple did not participate in the exhibition. In fact, the audience also hopes to watch a press conference quietly and smoothly, without any trouble.

In addition to the process considerations, too much exposure is not a good thing for Apple. Exhibitions like CES are places for showing off technology in advance. Based on the technology displayed by manufacturers, people can basically guess the direction of new products. But for Apple, which is mysterious and low-key, this is obviously not allowed. Regarding this situation, the US media said: "Apple believes that they do not need to participate in such events. They themselves are the trend. Sometimes they don't even participate in their own events, let alone those that are irrelevant to them."

In addition to keeping technology secret, Apple also keeps its fans and the public in a state of mystery by not showing up too often. After all, for Apple fans, the high-end Apple company does not need to seek a sense of presence in messy exhibitions like going to the market. Even though Apple no longer has the status it once had, it is undeniable that it is still the leader in the application and leadership of new technologies.

Let's talk about Steve Jobs again. This man who founded a business empire and changed the world is a genius, but some people say that in many ways, there is only a thin line between genius and madness. There are always people who say that Steve Jobs' influence on Apple has been declining, especially when they see products that do not meet the "Steve Jobs-style" aesthetic. At this time, some people will jump out and say "If Steve Jobs was still here, this kind of thing would definitely not be launched." But think about it carefully, as Jobs's hand-picked successor, Cook is a shrewd and successful businessman.

Even if Jobs is gone, great people like Jony Ive can still lead Apple to crush everyone and dominate the world for many years. So whenever I see news that criticizes Apple, I always feel that it is too one-sided. Because Apple has never been a company that only focuses on immediate interests. "Take one step and look at ten steps" has always been Apple's tactic, and each step is a cornerstone of the great future. From the fact that Apple does not participate in any exhibitions, we can see that it attaches great importance to its own products and strives for excellence in user experience. After all, a great person is a great person. Even if he does not have the halo of the past, he will not stand in the big sale area of ​​the mall and let people criticize him.