One of the highlights of yesterday's iPad keynote was a brief glimpse of a new, more colourful Apple logo. But what does it mean?
The multi-coloured logo spotted at the iPad launch looks like a modernised version of the original rainbow logo Apple sported in the 1970s and 1980s and may yet signal a new direction for the Cupertino, California company.
After late CEO Steve Jobs returned to Apple in 1995, the company progressively moved the logo to a more neutral white or grey tone. Now that the Jobs era is over, could this new more colourful logo show that Apple's trying to make a clean break with its past?
Computer Arts sister technology website Gizmodo UK certainly hopes so.
A new approach
Apple has historically been very careful and controlled about the image it presents to the world - something that has helped it become of one of the world's most famous and recognisable brands.
One thing's for sure, Apple has very clearly moved away from being just a computer company to a mobile devices company in the last few years - Apple sold more iOS devices in the last year alone than it sold Macs in the previous 28.
The fact that the 'new' multi-coloured logo evokes the old rainbow can only mean one thing: Apple is intent on creating a second computer revolution based around the iPad - just as it kickstarted the first.
Or maybe it's simply a reflection of the way the Yerba Buena Center was decorated ahead of the new iPad launch...
What do you think of the new look Apple logo? Let us know in the comments below