The way to achieve a certain mystique for a mobile product is to not attend trade shows like the Mobile World Congress. Last year Apple stayed away, but the iPhone was the word on everyone’s lips. This year Android is the new, much discussed, threat to the establishment and Google’s presence is minimal - especially as Andy Rubin, head of the Android project, had to suddenly race back to the US, cancelling planned demos of the software. Was it really an emergency calling him back - or is it just the new style of brandbuillding?
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