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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  • ddevito

    i sort of feel bad for the dedicated Mac fan base pre-iOS days. I jumped on board in 2007 when I bought an iMac, just 4 years later it seems the “i” Crowd has made Apple very mainstream. I guess it’s a dream all Mac users had, going back to the 80s. But I’m sure it isn’t the same anymore.

  • rsbell

    I’ll be there tomorrow!

About the author

Leander KahneyLeander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple's Greatest Products; Inside Steve’s Brain; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney and Facebook.

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