Samsung is doing something totally different for its Galaxy S7 launch... it's doing it in virtual reality.
If any more evidence were needed that 2016 is the year of VR, Samsung VR MWC 2016 press conference is it.
Journalists entering the arena were welcomed not by a big screen, but a Samsung Gear VR on every seat.
Of course, being journalists, worrying about practicalities was necessary.
It's a tough gig.
And Samsung was worried about this...
Clearly our reputation precedes us...
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