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Macworld Expo rebranding as Macworld | iWorld for 2012


In line with the ever-expanding impact of iOS devices and mobile technology on the userbase-formerly-known-as-the-Macintosh-market, the premiere tradeshow for all things Apple will have a new name in 2012. The 27-year-old Macworld Expo event will now be known as Macworld|iWorld: The Ultimate iFanEvent. The branding change acknowledges the reality that iOS is a huge and growing part of the Apple product ecosystem; registration for the January show/conference is open now.

Paul Kent, IDG's maven for all things Macworld Expo -- sorry, Macworld|iWorld -- discussed the branding change with the expo's corporate cousins at Macworld magazine. "We want a heavy influence of OS X developers on the show floor this year," Kent said, but the show will be balancing the iOS impact as well as moving outward to re-emphasize the cultural connections to Apple products.

Music will play a major role this year, with showcase performances at the Music Experience and expanded evening events outside the core Moscone venue. Film and other creative pursuits will take their turn on center stage as well. IDG is projecting about a 20% growth in total exhibitor count, which is a healthy step up from last year; the 2010 and 2011 shows represented a major downscaling from 2009, which was the last time Apple exhibited at the show.

TUAW has been pleased to participate in Macworld Expo over the years, including our live video streaming interviews in 2010 and 2011. We don't know yet if we'll be back with a booth on the show floor for 2012 at MW|iW, but we'll certainly have some sort of presence -- and we look forward to seeing you there.

[Any similarity to the name of Apple's short-lived online service, eWorld, is almost certainly unintentional.]

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