The Moscone Center will be bathed in Apple-related technology, art, music, and film for three days as the recently rebranded Macworld | iWorld 2012 descends upon SOMA later this week.

Macworld has grown to be Apple’s (smaller) version of South by Southwest, if you will, and is ground zero for Mac fans with Apple products galore that you can demo and buy, tech talks, and a Mobile Apps showcase.

New noteworthy highlights include the Music Experience, which features performances and seminars from musicians who use Apple technology, and the Film Event, which highlights Apple’s role in TV and movies. Check out Olive, the first full length feature film shot 100% on a mobile phone, Thursday, January 26th, 8:30 – 10:30 p.m. at the Metreon).

The music events alone often have admirers scrambling for tickets (and asking for favors from in-the-know friends). Modest Mouse is headlining the opening night bash at the Warfield, moe. performs Thursday afternoon, and the trifecta of Motion Potion, local DJ J Boogie’s Dubtronic Science, and SF’s world roots trio Beats Antique is a don’t miss Thursday night at Mezzanine. And that’s just the first 24 hours. Friday and Saturday also boast robust music line-ups on site at the Moscone and off (mostly at Mezzanine).

There are numerous levels of tickets for purchase, the best deal of which is the iFan pass for $100, which grants you access to 65 Tech talks, art showings, film events, the Exhibit Hall, and all scheduled daily and nightly music performances (Modest Mouse sold separately). All ticket prices rise at the door, so buy in advance to save a few bucks. 

Macworld | iWorld occurs Thursday January 26, 10 a.m. – 5 p.m.; Friday January 28, 10 a.m. – 5 p.m.; and Saturday, January 28, 10 a.m. – 5 p.m. at the Moscone Center West.