Qualcomm riaccende l'entusiasmo nel settore mobile

Last week, I was fortunate enough to attend the Qualcomm Snapdragon Summit event. Qualcomm hosts these summits annually, and it’s always doing it in Hawaii, of all places. Actually, I had a blast in Hawaii, and I had a blast at Qualcomm's Snapdragon Summit ‘26, but there is something very interesting about my experience that I want to share with you. It’s not about a new flagship phone or some camera innovation, though.

La perdita di magia nelle presentazioni tech

It is about the excitement and vitality that I think the mobile tech industry lost somewhere along the way. As media and tech enthusiasts, I think we all want to be excited. Like, me and you both. I think we yearn for this feeling when a company hosts an event, has a stage, does a keynote, and a CEO or some other important company representative comes out, and reveals a new product.

Il ritorno di Steve Jobs

And there’s real magic when all of this is done in such a way that we all go through this experience, and we come out the other end inspired, excited, and feeling like we witnessed something really cool unfold right in front of us. This is what Apple’s keynotes under Steve Jobs used to be. He pioneered this stuff. Many other tech companies try to replicate these experiences, and some, like Microsoft back in the day, had their strong moments: "Developers, developers, developers."

Perché le presentazioni sono diventate cringe?

More often than not, live keynotes and demos come across as unconvincing, and dare I even say, cringe. And sadly, this is more true today than it was years ago. But why? I have some theories. I’ll quickly go through them and then return to why I think, based on what I’ve seen so far, Qualcomm is such a cool company. Reasons why today’s tech keynotes are cringe Reason #1: They’re done by corporate operators and not real product people I really like Tim Cook, and I think he was brilliant for the role he had to play at Apple, but I think it's obvious to everyone that he has way more passion for Apple, the company, than for the actual phones and computers. Steve Jobs occupied the stage during Apple keynotes because he wanted to be the one to tell everyone about the cool new Apple products, which is because he loved them so much!