Macworld Expo Metamorphosizes Into Macworld|iWorld

It wouldn't be right to say that the ever-popular Macworld Expo has been struggling, exactly, but ever since Apple stopped being an official attendee, they have perhaps been struggling for identity. The old de facto Apple conference and expo has become a second-string event, with Apple focusing on retail and much of the ecosystem revolving around software. With this in mind, the expo has decided to dig in and rebrand. First, a change of clothes: "The brand is evolving from Macworld [Expo] to Macworld|iWorld to illustrate that the show is about the whole ecosystem of Apple products," says the expo's general manager, Paul Kent. The pipe and double name are, I'm guessing, a temporary compromise designed to introduce the new name without spooking longtime attendees.

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