Playground →
Three Apple-focused websites occupy the top three positions in Macworld's neighbor set, but the two-peak shape means a second, distinct cluster pulls the audience in a different direction entirely.
MacRumors.com (0.93), AppleInsider (0.91), and Cult of Mac (0.90) form the first peak — a tight band of Apple-ecosystem websites whose audiences overlap with Macworld's at a level well above the rest of the set. That cluster is same-kind in both category and subcategory: all three are Websites under Marketing Channels, matching Macworld exactly. The pull here is strong and coherent.
The second peak is where the shape gets interesting. Steve Wozniak (0.86), a Tech Personality, sits just outside that Apple-site cluster, followed by The UPS Store (0.86, Office Supplies and Services retail) and Slashdot (0.85, Websites). Beyond them, Flipboard (0.85, Magazines), Amazon Web Services (0.84, Technology), and Evernote (0.84, Technology) round out the top 10. This second cluster is cross-kind: enterprise and developer technology brands, a retail services chain, and a digital magazine aggregator — none of them Apple-specific publications. The audience Macworld shares with these neighbors is shaped by something broader than Apple fandom: a tech-professional, productivity-oriented profile that extends well past the Apple ecosystem.
The two-peak structure reveals an audience that is simultaneously a dedicated Apple readership and a wider technology professional one — two distinct neighborhoods that happen to converge on the same publication.
