Barcelona – The annual Mobile World Congress (MWC) opens its doors Monday in Barcelona, but the traditional tech showcase is already generating buzz, with Apple strategically timing a product announcement to coincide with the event. Even as Apple has historically remained absent from the MWC, CEO Tim Cook signaled a shift, stating, “A big week is ahead,” and confirming a product reveal on Monday, mirroring the MWC’s start.
The move comes as other major players, including Samsung and Xiaomi, prepare to unveil their latest innovations at the congress. Samsung, which led European smartphone sales in 2025 with 46.6 million units and a 35% market share, according to data from Omdia, officially presented the Galaxy S26 Ultra on Wednesday. The device boasts a “privacy screen” to prevent shoulder surfing, a lighter aluminum frame and a suite of artificial intelligence features. The Galaxy S26 Ultra is positioned at the high complete of the market, with a price tag approaching 2000 euros.
Xiaomi is also set to launch its flagship Xiaomi 17 Ultra directly at MWC on Sunday. However, European versions of the phone will feature a significantly smaller battery capacity compared to the Chinese model. While Xiaomi has not offered an official explanation, speculation suggests the change may be due to stricter EU certification requirements or adjustments to the device’s housing.
The event isn’t limited to smartphones. Deutsche Telekom is expected to showcase a prototype of its own AI-powered glasses, developed in partnership with Ray Neo, a subsidiary of TCL. The company is downplaying the announcement as a demonstration of technical possibilities rather than a commercial product launch, acknowledging the sensitivity surrounding the product category in Europe.
The timing of these announcements echoes a sentiment expressed by Hermann Adam von Kamp in 1818 when he penned the lyrics to “Alles neu macht der Mai” – “Everything new makes May.” As the article in Kleine Zeitung points out, for smartphone manufacturers, March has become the new May, a period for unveiling new models and showcasing technological advancements. The MWC, hosting 2,900 exhibitors and anticipating over 100,000 visitors, serves as the central stage for these reveals.
Among the anticipated devices is a more affordable iPhone, tentatively named the iPhone 17e, aimed at a broader consumer base. Leaks from YouTuber John Prosser have already circulated, offering a glimpse of the potential design.
The MWC’s opening Monday will demonstrate the extent of these technological possibilities, leaving the industry and consumers alike to assess the latest innovations.
