The agency has worked with the GSMA, organizer of the Mobile World Congress since 2008.

For the 2018 edition of what is one of the largest professional congresses in the world, apple tree created, produced and managed the NEXTech theatres. The agency created six multidisciplinary theatres that over the four-day event were adapted for the presentations of more than 30 companies including Huawei, Samsung, and Price Waterhouse Coopers.

Each theatre was designed to be completely adaptable to meet the varying needs of each presentation and digital branding and creative AV solutions allowed each area to be completely personalized in a very short period of time.