Apple's annual developer conference in San Francisco.
Minimalist iOS 7 Banner Goes Up at Moscone West for WWDC 2013
The company had previously confirmed that the next version of the iOS operating system would be unveiled at WWDC. The extremely simple banner features a svelte number 7 against a minimalist background.
The banner is very different stylistically from the more traditional iOS 6 banners that Apple used last year.
Some of the banners already up at the Moscone Center include the tagline 'Where a whole new world's developing'.
WWDC begins Monday with the conference opening with Apple's annual keynote presentation. The company is expected to unveil iOS 7, OS X 10.9, the iRadio streaming music service and new Mac notebook models.
Update: The 7 appears to be from Helvetica Neue Ultra Light, an extremely thin variant of Helvetica.