Why Macworld Is Being Rebranded As iWorld

Above: Macworld organizer Paul Kent on why the show is being rebranded as iWorld 2012.

SAN FRANCISCO, MACWORLD/IWORLD 2012 — In an era when trade shows are almost extinct, Macworld is a dinosaur. And that’s in a good way.

Now in its 28th year, Macworld has survived when other trade shows haven’t. That’s largely because the show has been quick on its feet, switching focus and venues as times have changed. It’s transformed from a business-to-business show into a consumer-oriented one.

This week, the focus is entirely on end users, as Macworld attempts to rebrand itself iWorld. It will be about the Apple-oriented lifestyle, highlighting apps, art and music. Attendees can see what people are doing — or they can do themselves — with their devices.

In the video above, organizer Paul Kent talks about the transformation into iWorld. Below, he explains what to expect at the show this week.

Above: What to expect at Macworld/iWorld 2012.

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