AMERICAS - IDG World Expo has announced plans for a new-look Macworld expo which it hopes will tap into the increasing intersection of Apple technology and creative arts.
The rebranded Macworld |iWorld event will run from 25 to 28 January 2012 at the Expo Moscone Centre in San Francisco. Key to the event is a focus on performances, screenings, workshops and galleries from creative personalities using Apple products.
Historically, Macworld has been the stage for Apple product launches, and has been led by keynote presentations from Apple’s former iconic chief Steve Jobs, who passed away on 5 October. However, a decision by Apple to pull out of the expo after the 2009 edition left Macworld struggling to retain its premier position as the live event for Apple enthusiasts. Apple has since pulled out of all third-party exhibitions including the E3 gaming expo.
Last year, 22,000 visitors attended Macworld 2010 at the Expo Moscone Center from 25 to 29 January, down from 38,000 visitors in 2009.
IDG claimed its new-look Macworld | iWorld expo will have an expanded focus on the impact of Apple’s products in creative industries. Content highlights include a mobile apps showcase and new mobile and social initiatives, a music performance and production experience, and a film event to celebrate the impact of Apple technology on film and television, including talks from directors and filmmakers such as South Park studios staff.
IDG is also overhauling its tech talks programme to include 65 presentations in 2012. These will range from educational sessions to practical how-to presentations and a series of five-minute ‘RapidFire’ talks.
“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,” the expo’s vice-president and general manger Paul Kent said.
“Whether you’re a consumer joining us for the first time to experience all the latest that this marketplace has to offer, a Technorati checking out the latest apps, or a long-time veteran coming back to learn about the latest OS X and iOS offerings, Macworld | iWorld has something for you.”
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