iWorld: It's Macworld, only bigger

In true Apple fashion, the long-running annual Macworld expo will be adopting a name with a lowercase “i" in front of it – as in “iWorld." Macworld organizer IDG World Expo said the 2012 edition of the expo, which opens Jan. 26, will be known as Macworld|iWorld to show the event’s focus expanding beyond the Mac to include iOS. “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, in an article on MacWorld. MacWorld said the name change and revised content marks the biggest change for the 27-year-old Mac conference since Apple stopped participating following the 2009 Macworld Expo. Apple has radically scaled back its involvement in all trade shows, saying its network of 300-plus Apple Stores around the globe gives it enough access to Apple customers. Macworld|iWorld runs from January 26 to January 28, 2012 at the Moscone West convention center in San Francisco. New elements While the exhibits and conference sessions of past expos remain with Macworld|iWorld, organizers are adding elements aimed at providing what Kent said was a “dynamic culture experience." One such element is the Music Experience showcase, which will feature live performances and talks from musicians who use Apple technology in their music. 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. Another new element, the Film Event, will highlight the use of Apple technology in movies and TV shows. It will include screenings of movies and TV programs created on the iPhone and iPad as well as talks with directors and filmmakers. Its highlight is a screening of South Park’s unaired pilot episode followed by a Q&A session with staff from the long-running animated series. Art exhibits from previous shows will have expanded Art Showings element that will highlight photography and digital art galleries. Artists will also present at the show. The event’s training sessions have been renamed Tech Talks. Kent said more than 75 of these talks are currently scheduled, including educational sessions, how-to presentations, and tips-and-tricks demos. On the other hand, Mac OS X will remain a star of the show - organizers are introducing a new package for OS X developers to encourage them to display their wares at the show without an elaborate booth. “We want a heavy influence of OS X developers on the show floor this year," Kent said. iOS app makers iOS app makers will also be out in full force for the Mobile Apps Showcase. Organizers plan an area featuring the “Top Apps of All Time," while another area will highlight hidden mobile gems. — TJD, GMA News