Thanks Samsung, you’ve ruined Mobile World Congress 2018

thanks samsung youve ruined mwc 2018  lluis gene

Looking forward to a massive, seemingly unending parade of delightful, tantalizing, cutting-edge new smartphones at Mobile World Congress (MWC) this year? Don’t bother.

Samsung has ruined all that. Sure, there will be a quite the number of great phones to see; but a few we’re really looking forward to in 2018 won’t be there. Why? Fear, and it’s all Samsung’s fault.

Samsung has an event on February 25 in Barcelona, Spain, and you don’t need to be a cryptographer to work out the secret in its teaser image. Samsung will announce the Galaxy S9 and Galaxy S9 Plus, a day before the show actually opens its doors. You’ve probably heard about them. They’re going to be two of the world’s biggest selling phones in 2018. While tech journalists will flock to the event and smartphone fans over the world will ogle the live stream, every other big-name phone company has effectively run from Barcelona screaming.

Three top names that won’t show off a competing flagship phone at Mobile World Congress are Huawei, HTC, and LG. More could follow. If you’re waiting for the rumored LG G7, HTC U12, and Huawei P20, they’ll all come at a later date. How many of the above would have chosen MWC as the launchpad for their flashy new phones if they knew Samsung was turning up with a couple of tablets and not a lot else, like it did last year?

The Galaxy S9 is coming, run away

Okay, it’s not entirely Samsung’s fault. LG is rethinking its mobile strategy, and Huawei had a poor start to the year when AT&T (and now reportedly Verizon) pulled out of a deal to sell its Mate 10 Pro smartphone. HTC also just sold a chunk of its mobile engineering team to Google, but we’re not so sure if that’s affecting its launch plans.

But at the end of the day, Samsung has the Galaxy S9. Everyone knows it’s going to be a huge deal, and likely a very good phone indeed. The leaks surrounding the Galaxy S9 indicate it’s going to correct a major issue with the Galaxy S8 — the camera. It wasn’t bad, but it was soon eclipsed by other 2017 phones because it wasn’t too different from the Galaxy S7.

thanks samsung youve ruined mwc 2018 jung yeon je
Jung Yeon-Je/Getty
Jung Yeon-Je/Getty

Samsung proved it could make a brilliant camera with the Galaxy Note 8, and we’re expecting the Galaxy S9 to be even better — at least on the Galaxy S9 Plus. Samsung’s most definitely not copying Apple by making its larger phone more desirable by giving it a dual-lens camera, and lumping a single lens on the smaller, cheaper Galaxy S9. The design looks very similar to the S8, but that doesn’t matter because it’s gorgeous.

Every other big-name phone company has run from Barcelona screaming.

Then there is the launch event itself. Spectacular doesn’t quite come close to describing it. Samsung always goes all-out to make an impression at its “Unpacked” events, and given the importance of the Galaxy S9, this one won’t be any different. February 25 will be Samsung Day, and we doubt anyone could steal the limelight if they tried.

That’s the problem. If Mobile World Congress is a horror movie, Samsung is the monster in the closet everyone is too terrified to take on.

Dollars, eyeballs, and column inches

HTC won’t bring the U12, or any other major phone release, to MWC and will hold its own event at a later date. Huawei has already chosen Paris for its next big phone launch in March, which we expect to be the Huawei P20. It will still likely launch a product or two at the show — perhaps a successor to the Huawei Watch 2. LG isn’t holding an MWC press conference at all, so the G7 definitely won’t be there; however like Huawei, we’re expecting it to put on a brave face and give us something to gawk over.

best phones mwc 2017 huawei p10

It costs a lot to put on a massive show at Mobile World Congress, and promotion is everyone’s goal. Samsung’s marketing budget for the Galaxy S9 is sure to be gigantic, and Digital Trends, along with every other publication, tech-centric and otherwise, will be writing about the phone.

Sharing space with any other company is already bad news, but sharing space with Samsung is really, really bad news. Outspending Samsung also seems like a very poor use of anyone’s budget. It’s much more sensible to hold your own event later on, when Samsung won’t be looming over it like a Bixby-controlled Dementor.

We get it. It makes good business sense. But we can’t help feeling a little robbed.

The brave few

Is it going to be ‘Samsung Presents: Mobile World Congress 2018?’ No, not quite. In addition to whatever Huawei and LG show, there are several companies bringing new phones. Sony, Motorola, and Nokia will undoubtedly announce a handful of phones, and there will be plenty of other surprise devices to find in MWC’s cavernous halls too. It just won’t be the flagship phone shootout it could have been.

We’ll get to see awesome new phones spread over the next few months.

On the bright side, it also means we’ll get to see awesome new phones spread over the next few months, rather than all in one go at the end of February. It also gives us a better chance to properly assess releases, as we’re blessed with more time to do so. So while we complain, it’s actually not a bad thing — but modern life is all about urgency and instant gratification; we want everything now, thanks very much.

But it’s also a dangerous game to play. People only have so much money to spend, and if it gets spent on the Galaxy S9 because it’s the only new game in town during March or April, then sales will be lost for everyone else.

If at the end of February you’re wondering how the new Galaxy S9 stacks up against the new phones from every other manufacturer, you won’t know, because they’re all hiding in the corner, quivering. You’ll know when they emerge over the next few months. We won’t be quivering though, we’ll be in Barcelona to courageously take on the Galaxy S9, and everything else at the show, then tell you all about it. We can’t wait.


Taking shots in the dark with Night Sight, the Pixel’s newest photo feature

The Google Pixel range has always been the home of some of the mobile world's best phone cameras. That performance is now getting even better with the introduction of the low-light Night Sight mode.

Upcoming Galaxy S10 may support 8K video and have Neural Processing Unit

While we still may be months away from an announcement, there's no doubt about it: Samsung is working hard on its successor to the Galaxy S9. Here's everything we know about the upcoming Samsung Galaxy S10.

Which smartphone has the best camera? We found the sharpest shooters

They say that the best camera is always the one you have with you and that makes your smartphone camera very important indeed. Join us for a closer look at the best camera phones available right now.
Product Review

The HTC U12 Life is a midrange contender, but it’s no champion

The HTC U12 Life is a midrange smartphone with a large 6-inch screen, plenty of battery life, and a dual lens camera, but it bears little relation to its bigger sibling. Find out if it’s worth considering in our HTC U12 Life review.
Product Review

One look at the Mi 8 Pro, and you’ll wish every phone had a transparent back

Xiaomi has officially launched in the U.K., and its first major device launch is the Mi 8 Pro, a phone that looks quite a bit like the iPhone XS but with a very cool transparent back panel and an in-display fingerprint sensor.
Product Review

Mediocre battery and a big notch slight Google's otherwise perfect Pixel phone

Google’s Pixel 3 XL has two big flaws: The gigantic notch on the front, and mediocre battery life. That being said, this is the best Android experience you can find in a smartphone today.

Netflix is testing a cheap mobile-only subscription tier in some markets

Netflix is trying to reach potential subscribers in emerging markets. To that end, the company has begun rolling out a cheaper, mobile-only subscription tier, which comes at around $4 per month -- half the price of the Basic subscription…

Here's our head-to-head comparison of Pandora and Spotify

Which music streaming platform is best for you? We pit Spotify versus Pandora, two mighty streaming services with on-demand music and massive catalogs, comparing every facet of the two services to help you decide which is best.

Samsung will reportedly announce its folding smartphone at MWC in February

Samsung has been showcasing bendable display tech for a few years and now a folding smartphone might finally arrive. The Galaxy X, or perhaps the Galaxy F, may be the company's first example. Here's everything we know about it.

Check out 30 of the best iPhone games you need to be playing

The iPhone has some of our favorite games available for any mobile platform. Here are the best iPhone games for every big-name genre, whether you're into puzzles, strategy, or something else entirely.

Text messages are disappearing on Pixel 3s, but a fix is on the way

The Google Pixel 3 and Pixel 3 XL are arguably the best Android phones out there right now -- but they aren't perfect. Users have reported a number of issues and problems related to the Google Pixel 3 and Pixel 3 XL. Here's how to fix them.

Get ready for more V-series phones: LG trademarks names up to the V90

It looks like we should get ready for more LG V-series phones. LG has trademarked names for the LG V50 all the way up to the LG V90. We may have to wait some time before we see these phones; the next LG flagship is expected to be the LG G8.
Home Theater

What is MHL, exactly, and how does it work with your TV?

There are more ways to mirror your smartphone or tablet to your TV than you might think. Check out our rundown of MHL for everything you need to know about the wired protocol and its myriad uses.

All the best Amazon Black Friday deals for 2018

Amazon may be an online-only retailer, but that doesn’t mean its Black Friday sales are anything to sniff at. In fact, due to its online status, Amazon has huge flexibility with the range of products and deals it can offer. Here's our…