Apple has started putting up advertising banners in the Moscone Centre in San Francisco in preparation for its Worldwide Developer Conference that starts on Monday, 11 June.
Sadly it doesn't detail the much-rumoured new Macs the company is expected to launch, nor all the information about the update to its mobile phone OS; iOS 6.
Instead Apple has gone for the simple slogan: "WWDC2012: Where great ideas go on to do great things."
The accompanying picture, caught by a chap called Nelson and sent to several he Apple blogs, shows the slogan with an very colourful image of dozens of app logos all getting smaller and smaller as they near the words.
We'll leave you to hypothesise what that could mean in the comments below.