Macworld Expo Rebrands Itself as Macworld|iWorld

MacWorld Expo will kick off on January 26, 2012 under a new name: Macworld |iWorld. The name change is being made to reflect the event's focus beyond the Mac to iOS. Registration for the three-day event began Tuesday.

"The brand is evolving from Macworld [Expo] to Macworld|iWorld to illustrate that the show is about the whole ecosystem of Apple products," said Paul Kent, the event's vice president and general manager.

The exhibits and conference sessions that have characterized past expos remain with Macworld|iWorld. But show organizers are also adding elements aimed at providing what Kent characterized as a "dynamic culture experience." The Music Experience showcase, for example, will feature live performances and talks from musicians who use Apple technology in their music. For example, scheduled performers include Atomic Tom, the band that used iPhones to perform songs on a New York subway train last year. Kent also says that the Music Experience will extend beyond the expo's scheduled hours and Moscone West home base to include evening events.


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