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Looking at the color placement, the logo represents a sort of reverse cutout from the the huge Apple splash on the outside of the Yerba Buena Center for the Arts in San Francisco, where Wednesday's event took place.
Some on Twitter speculated that the image was a throwback to the classic Rob Janoff-designed rainbow logo that was used from the 1970s until 1998. But perhaps it's just a one-time thing, meant to emphasize Apple's new Retina display on its latest version of the iPad.
Whatever the case, The Huffington Post has reached out to two separate Apple representatives for more information, and will report any response from the company.
And if this is a new logo, it would be the first change in nearly a decade. Apple last changed its logo in 2003, according to Wired, adding a chrome finish to the iconic apple. Apple ditched the rainbow colors in 1998 in favor of a monochromatic apple image.