Macworld becomes iWorld as technology gets smart and Apple-ified
California-based Apple-centric conference and expo Macworld will be re-branded as Macworld | iWorld in 2012 to signify the gradual shift away from desktop Macintosh computers and towards i-devices and iOS applications.india Updated: Oct 31, 2011 13:24 IST
California-based Apple-centric conference and expo Macworld will be re-branded as Macworld | iWorld in 2012 to signify the gradual shift away from desktop Macintosh computers and towards i-devices and iOS applications.
"The brand is evolving from Macworld [Expo] to Macworld|iWorld to illustrate that the show is about the whole ecosystem of Apple products," Paul Kent, Macworld / iWorld vice president and general manager, told Macworld Magazine.
Founded in 1985, the Macworld Conference and Expo is the largest annual Apple Macintosh event in the world.
In 2012 Macworld / iWorld is attempting to ditch its image as a technology industry-only event hoping instead to become "the ultimate iFan event" by offering cheaper entrance prices (starting from $25) and placing more emphasis on Apple culture.
"Macworld / iWorld goes beyond simply reflecting the current state of the Apple marketplace to amplifying all the different ways that Apple-related products are changing the technology and art landscape every day," said Paul Kent in an October 25 statement.
'Appleification' has become the latest trend in the technology world, with device makers and software developers honing in on Apple’s design aesthetic and attention to detail to create products that are simple and easy-to-use yet good-looking and functional.
"We’re going to see more products and companies that adhere to Apple-like ideals and priorities," said prominent technology writer John Gruber commenting on Apple’s dominance and influence in the technology world.
In 2012 Macworld / iWorld will debut a new music experience and film event to go hand in hand with its name change. The new events have been set up to showcase "the genius that occurs when great technology meets the creative arts."
More than 75 Tech Talks have also been added to the agenda to help attendees learn how they can get the most out of their Apple-related products.
Companies such as HP, Polk Audio, and Sennheiser are among the more than 300 brands that have signed up for a booth on the show floor.
In 2011 Macworld attracted close to 25,000 attendees, making it much larger than Apple's own annual World Wide Developers Conference (WWDC), which is capped at around 5,000 places. Organizers also launched a successful Asian version of the conference in September 2011 which attracted an estimated 200,000 people.
Macworld / iWorld 2012 will take place January 26-28, 2012, at the Moscone Center in San Francisco. Registration for the event is now open at: