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Paris' Apple Expo show - now the only major European Mac event - is to be renamed Macworld Europe, according to Macworld UK. Surprise, surprise. Apple Europe has been engaged on a plan to centralise operations throughout Europe since last autumn, a move that treats the European Union as a single territory along the lines of the US. Having cancelled its attendance at the now defunct UK Apple Expo 2000 and more recently the show's German equivalent, Apple clearly wants to have a single focus for Europe's Mac users, resellers and developers. Given the increased degree of unification across Europe, in respect of trade and finance, if not culture, you can see the logic behind Apple's move. And since the likes of advertising campaigns and product promotion are dictated by Apple's Cupertino HQ, it's no surprise Apple wants to simplify matters by treating Europe as a single territory. The decision to call the show Macworld Expo/Europe, meanwhile, suggests that US IT media operation IDG has taken charge of the show's organisation. IDG's exhibitions division handles the two big US Macworld Expos, and Macworld Expo/Tokyo. At the very least Apple would want a consistent global show brand, and since IDG Expo Management has the Macworld Expo franchise elsewhere, it makes some sense to give it Europe too. IDG also publishes Macworld UK. ®

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