Tickets to Apple's annual Worldwide Developer's Conference sold out just as quickly as they were made available on yesterday.
After the date and pricing were unveiled early Monday morning, tickets sold out within 12 hours of the announcement, marking the fastest selling WWDC to date.
But what makes this years conference, a gathering of third-party developers Apple's own, so special ?
This year's unique focus on both the software behind the iPhone and the Mac computers may have something to do with it.
WWDC's of the past have focused on either one, or the other. But this year Apple is bringing both camps together in a spectacular programming bonanza.
At this year's conference we are going to unveil the future of iOS and Mac OS, said Philip Schiller, Apple's senior vice president of Worldwide Product Marketing. If you are an iOS or Mac OS X software developer, this is the event that you do not want to miss.
Last year, eager developers and fans snapped up tickets in what then was a record eight days. But the focus on iOS in the summer this year marks a departure for the traditional Apple upgrade cycle.
The software behind the iPhone has traditionally been unveiled in the spring, with actual roll-outs in the summer.
Last summer the company's iOS version 4 hit the market, at roughly the same time the iPhone 4 also went live.
This year's circumstances could mean the new, anticipated iOS 5 will be delayed by at least 3 months, unless the software is also available in the summer. That could potentially push back a newer iPhone as well.
But Apple will need to stay on its toes as competitors potentially entice potential consumers away with newer, fresher smartphone technologies.
HP's webOS platform, received from its Palm acquisition, is expected to jump into a newer generation this year, and Blackberry is shipping its first QNX-based device next month, the Playbook.