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A digital rendering of the Galaxy S9, courtesy of my media badge. But with a hover of my iPhone X's camera over it, the badge suddenly transformed into a digital rendering of a Galaxy S9 -- and a prime example of a technology called augmented reality, which overlays digital images over the real world. In this case, on the display of my own phone was Samsung's latest flagship device. I could move it side to side, or raise it for a closeup. When I flipped the badge around, I got a rendering of the back of the phone.

It's the latest trick from Samsung's showmanship playbook, which over the years has put interesting spins on the staid and formulaic tech product launch with its "Unpacked" events, Given that many of the Galaxy S9 details leaked ahead of time, and that the launch of Apple's iPhone X is still fresh in many people's minds, Samsung needed to make a strong impression, "I actually thought they did quite well as far as energy, considering how much of it was already known," said Carolina iphone case xr case Milanesi, an analyst at Creative Strategies..

That its most memorable stunt involved augmented reality underscores Samsung big move in this area, particularly with the AR emojis found in the new phones. The allure of AR has swept up some of the largest players in tech, including Microsoft, Google and Apple. Consider, for example, the animojis that Apple brought exclusively to its iPhone X when that top-of-the-line device went on sale toward the end of last year. The event also marked a return to Barcelona for Samsung, which has traditionally used MWC as its platform for the global launch of the newest members of its successful Galaxy S franchise. Last year, Samsung opted to hold a separate event in New York after the conference, allowing other phones to take the MWC spotlight -- notably the nostalgia-tapping Nokia 3310, the BlackBerry KeyOne and the LG G6.

This time around, the Galaxy S9's presence led to most companies saving their best phones for later, Unpredictability is a common trait when it comes to big product launches like these, so I lined up at the gates of the Fira Montjuic convention hall in central Barcelona three hours early, Yes, three hours, Already ahead of me were 10 iphone case xr case people, including a rowdy group of foreign bloggers who regularly shouted a countdown as if the gates were opening, only to have security guards behind the metal barriers shake their heads, The stunt was funny the first time they did it..

The media badge for the Galaxy S9 launch event. After they began letting us in, my colleagues and I made a beeline for the main hall along a path flanked by two rows of waitresses with hors d'oeuvres and drinks. Near the back of the outside area was a row of Samsung employees with white jackets and black pants forming a human barrier protecting a light-up daffodil sculpture. We gave all that hardly a glance as we entered the hall, a gigantic hangar setup with rows of chairs forming an octagon-like ring around a square black stage. Hanging above the stage were four massive black displays, each facing a different side, ensuring there would be no bad seats.