We’ve heard of major events having their own mobile apps to help you sort through and plan your attendance at numerous sessions and conferences. Macworld/iWorld—a consumer oriented show for the Mac community famous for doing things its own way—is now taking the app thing a step further.

For the first time, the Macworld/iWorld conference has a designated an official iPhone photo app: Trunx. This free app from Lifetime Memori lets you capture, organize, and store your photos privately in the cloud. Its EchoPix feature can simultaneously record sound as you shoot. The app offers both photo and video modes and you can choose whether or not to record sound.

The Next Web caught up with MW/iW general manager Paul Kent, who shared his thoughts about why his conference needs an official photo app and why Trunx is the choice. “Trunx is a great app that serves an incredibly valuable purpose—secure storage of people’s valuable mobile photo collections,” he said in a chat.

photo 13 220x390 Macworld/iWorld names Trunx the official photo app for next weeks confab

Trunx is the official photo app of Macworld/iWorld

Also at the show, Trunx will launch a major new collaborative feature for the app that will allow conference participants to share photos and videos of the show in real time.

The new feature, called SharedPix, lets show attendees view and share pictures and videos privately with selected viewers. It’s created and shared only through an invitation link.

Those invited can collaborate by adding photos and videos for the group, in order to experience the event in a unique way. Members can be removed, or an album locked, at any time.

“Once they added the shared collections feature, it was obvious to me that we could accomplish two things at once—educate people about this useful service and have attendees participate in the decor of the show,” Kent said.

Trunx is offering unlimited storage until April 30th. While the app will automatically upload everything on your phone and social networks to your private cloud account, there’s also a Trunx Desktop Uploader for both Mac and PC to add photos stored on your computer.

Despite being the official app of a Mac show, Trunx also has a new Android version.

Macworld/iWorld takes place from March 27-29 at Moscone Center North in San Francisco.

➤ Trunx