Commentary

Apple is too sexy for the world mobile conference

by Erik Sass , Staff Writer, February 28, 2011

I'm always fascinated, and sort of annoyed, by Apple's decision to strategically not attend industry functions. Steve Horowitz, CTO of Coupons.com, recalled that Apple doesn't even have a presence at the World Mobile Conference, despite (or I guess because) their mobile devices are currently the cutting edge -- so good, I guess, that they don't even have to talk about or sell their features to other industry players. I'm sure this tech snobbery is justifiable from some strategic PR point of view.... but honestly it just looks like prissy, baseless conceit to someone who isn't an Apple fanboy or member of the cult of Jobs. I mean, your devices are pretty cool, but anyone who considers them truly life-changing probably doesn't get out of the house enough.

1 comment about "Apple is too sexy for the world mobile conference".

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Doug Garnett from Protonik, LLC, February 28, 2011 at 8:26 p.m.
Apple has been criticized for years because "they don't spend enough money in online advertising". But has this hurt Apple? Not at all. They know what a lot of people don't. Their masterful PR dominates online. Online advertising isn't needed. But TV advertising, for Apple, drives big business growth.

So my guess, as much as it hurts to perhaps admit it, is that they made a smart business decision. Hype conferences don't build long term business strength. Real business building happens in other ways.
Should we, instead, wonder more at the very large number of companies who might have ignored what's best for their business and attended?
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