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October 7th, 1999

[3:00 PM] Second South American Apple World Hits Brazil Later This Month

Miller Freeman, the producers of exposition events around the world, are getting set for Apple World '99, to be held in Brazil later this month. This event is largely similar to MACWORLD Expo which held in the States, and Apple Expo which held in France. The event is being hyped along with a 200% increase in Apple's market share in Brazil (from 1% to 3%). According to Miller Freeman:

It takes place in Sao Paulo from October 13 to 16: Apple World '99, the second edition of the largest trade show in Latin America focused exclusively on the Macintosh platform.

Major cities, like New York, San Francisco, Tokyo and Paris, headquarter trade shows where the main stars are Apple computers and technology. The goal of the event is to bring together all manufacturers of equipment, software and services destined for the Apple Macintosh platform. The largest trade shows of this kind, MacWorld San Francisco and MacWorld Tokyo, bring together nearly 400 exhibitors and are visited by more than 100 thousand people each.

The fair will take place during Apple's best moment in Brazil. After closing 7 consecutive quarters with profits and increasing its revenue by 20% around the world, the company that manufactures Macintosh computers announced it had opened offices in the Brazilian cities of Curitiba and Rio de Janeiro. They also foresee adding another office in Northeast.

The growing interest in Apple products in Brazil can be seen by the increase in the number of Mac-compatible software programs and peripherals developed. According to the IDC -- International Data Corporation -- the Apple platform increased its Brazilian market share from 1% last year to 3% this year, with a possibility of reaching 5% at year-end 1999.

"The Apple World trade show is going to crown a year of successes for Apple, both in Brazil and worldwide. Our users never had so much support," stated Luciano Kubrusly, general director of Apple Computer Brazil. "Apple is the only company that can have a trade show exclusively dedicated to its own brand, as it is the one that has the most loyal users, who are proud of their computer to the point of display bumper stickers with the apple logo on it," added Kubrusly.


  • Visual Communication South America / Apple World
  • Where: Expo Center Norte, Pavilhao Vermelho
  • When: October 13 to 16, Wednesday to Saturday
  • Schedule: from 2:00 PM. to 9:00 PM., and Saturday from 11:00 AM to 5:00 PM.
  • Support: ABER, ADG, ABTG and Senai
  • Sponsors: Alphaprint / Scitex, Canon and Heidelberg
  • Information: visit or call Brazil,
  • ++55-11-3873-0081

The company has an English version of their web site, though we were unable to pull up specific information about the event.

The Mac Observer Spin: South America in general, and Brazil in particular, are potentially big markets for Apple. Brazil is one of the worlds largest emerging economies. Going from 1% to 3% may not seem to be that big a deal, more specifically, it may seem like their market share went from less than nothing to nothing, but that small increase offers Apple the opportunity to springboard to a much higher marketshare. Hopefully Apple World '99 will have the same kind of success enjoyed by MACWORLD and the Apple Expo this year.

Observer Call: Any Observers attending this event are invited to send us reports. Products, attendance, public reaction, mood, size, and any other aspect will be of interest to Mac users around the world. Bonus points for Portuguese and Spanish versions of your reports in addition to an English report. Please ask any questions you may have.

Miller Freeman - Miller Freeman (English Version)

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