Macworld Expo Kicks Off At Moscone Center

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Attendees walk through the exhibit hall during the Macworld iWorld Expo at the Moscone Convention Center on January 26, 2012 in San Francisco, California.  Thousands of Apple fans and developers are gathering for the Macworld iWorld Expo to hear industry speakers and browse hundreds of exhibitors showcasing Apple-related products. The expo runs through Saturday.  (Photo by Justin Sullivan/Getty Images)

Attendees walk through the exhibit hall during the Macworld iWorld Expo at the Moscone Convention Center on January 26, 2012 in San Francisco, California. Thousands of Apple fans and developers are gathering for the Macworld iWorld Expo to hear industry speakers and browse hundreds of exhibitors showcasing Apple-related products. The expo runs through Saturday. (Photo by Justin Sullivan/Getty Images)

SAN FRANCISCO (CBS SF) – Technology buffs have already begun descending on San Francisco’s South of Market neighborhood for the annual conference celebrating all things Mac—and all things Apple.

PHOTOS: Macworld | iWorld 2012

This year, organizers of the Macworld Expo, which is in its 27th year, have shaken things up by renaming the event Macworld/iWorld, by shifting the focus to products beyond the Mac, and by adding music and film events to the programming.

The conference has new programs that organizers say cater to the dynamic lifestyle of Apple consumers, such as the “Music Experience,” which consists of on- and off-site musical performances during and after the show, and the Film Event, which includes screenings of film and TV programs created on the iPhone and iPad.

The expo takes place Thursday through Saturday at the Moscone West convention center on Howard Street at Fourth Street.

KCBS Technology Analyst Larry Magid Comments:

Although Apple itself stopped participating in the event after the 2009 Macworld Expo, it is also the first expo held since Steve Jobs’ passing in October of last year.

The event is run by IDG World Expo, which is owned by IDG, the parent company that owns Macworld magazine.

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(Copyright 2012 by CBS San Francisco and Bay City News Service. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.)

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