For years now trade shows have been in decline, with former heavyweights like the Consumer Electronics Show (CES) in Las Vegas and Mobile World Congress (MWC) in Barcelona suffering.
This is because big name companies are now choosing to avoid the brawl for coverage that comes with every show.
Instead the likes of Samsung, HTC, BlackBerry and Nokia are now choosing to wait and host their own launch events.
This was demonstrated by Samsung and HTC, who both chose to spurn the 2013 MWC, with neither firm unveiling any new products despite boasting two of the largest stands on the showroom floor.
Instead, HTC chose to unveil its One device at a press briefing weeks before the show while Samsung's Galaxy S4 phone is to be unveiled on March 14 at an event in New York.
This is largely down to Apple, a company that no longer graces any tradeshow with its presence.
Hell, even Macworld, the trade show where Steve Jobs unveiled the first ever iPhone back in 2007, doesn't get a look in by Apple these days.
To date Apple's unveiled its new iPad with Retina Display, iPhone 4, 4S and iPhone 5 at ultra-exclusive, self-run San Francisco press events.
While some may lament the glory days of MWC and CES the fact is the tactic works.
By choosing to unveil its products at independent events Apple not only ensures all the media's eyes will be focused on the event come the big day, it also generates excitement all the year around among consumers and businesses.
The run up to every Apple release sees an outright ocean of rumours and speculation engulf the internet, with every blog under the sun desperately trying to get any exclusive information on the next iPhone or iPad.
This inevitably means that all coverage of competitor products is always tainted by the looming shadow set by Apple's next device.
Just look at every article about devices unveiled at CES, like the Sony Xperia Z. Even though there is no official word about the next iPhone, 90 percent of the stories that went out to announce the Z mentioned that it would have to take on Apple's next smartphone.
For this reason we're really not surprised that other companies have begun following suit, attempting to copy Apple's release strategy.
However, of all the contenders to date, it's only really been Samsung that's had any true success replicating Apple's tactic.
Take a look at the level of hype surrounding Samsung's 2013 Unpacked event in New York. While we're fairly certain the S4 will appear at the event, the only official information at the moment is that it will be a new Galaxy device.
Yet, today all the headlines were dominated by Galaxy S4 articles, thanks to a report in New York Times based on "sources" and an uncovered Eye Scroll trademark filing by Samsung that occurred in January that have come to light.
It would seem Samsung may have tipped off those at the New York paper about the filing and given them some guidance on what it means for the new device, knowing the world is desperate for information ahead of the launch.
Of course, it's not official, but let's hope the hype is worth it come 14 March, when we find out what's up Samsung's sleeve for 2013.
Written by V3's Alastair Stevenson
Twitter handle: Monkeyguru
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