A stampede of Apple developers booking their places at Apple's 2011 Worldwide Developers Conference resulted in the June event selling out in just ten hours.
"At this year’s conference we are going to unveil the future of iOS and Mac OS," said Apple marketing boss Philip Schiller.
"If you are an iOS or Mac OS X software developer, this is the event that you do not want to miss," Schiller said of the event that costs developers a cool $1,599.
Apple said WWDC 2011 would include more than a hundred technical sessions presented by Apple engineers as well as code-level assistance and insight into "optimal development techniques."
The event will also host the Apple Design Awards which aims to recognise innovation and design in the best of iPad, iPhone and Mac applications.
Apple Insider gauged the rising levels of developer interest in Apple platforms by noting that the conference took four weeks to sell out in 2009, eight days in 2010 and ten hours in 2011.
Reportedly a number of corporate developers have missed out as the conference booked up faster than they could secure funding approvals.