Apple's iPhone Event Tagline is Different in Every Country

Apple today announced it will hold its annual iPhone-centric event on Wednesday, September 9 at 10 a.m. And several other countries, Apple used "Surprise and Shine" as its tagline for the event, but in other countries, the tagline isn’t a literal translation. Here are the different taglines Apple is using on its regional websites.

U.S., UK, NZ, Australia, Ireland, India, Canada – Surprise and Shine. Canada, French – Des surprises dans l’air, or surprises in the air. Brazil – Surpreendente e brilhante, or surprising and brilliant.

Mexico and Latin America – Sorpresas listas para brillar, which means surprises ready to shine. Germany, Austria, Switzerland – Staunen und strahlen, or something like wonder/amazement and radiate/shine. Spain – Un rayo de wow, which means a ray of wow or a flash of wow.

As is tradition, users who post on X with the #AppleEvent hashtag over the next few days will get a custom Apple logo hashmoji attached to their posts. See it in detail below.

Apple’s ‘Surprise and shine’ hashmoji is already live on X. Apple announces iPhone 18 Pro and foldable iPhone Ultra event: ‘Surprise and shine’ Zac Hall Aug 26 2026.

France, Belgium – Un jour nouveau. The French phrase is a little different, translating to a new day, soon.

Italy – L’alba di nuove sorprese, or the dawn of new surprises. Denmark – Det bliver solstrålende, or something like it’s going to be brilliant/sunny.

Solstrålende merges two words that mean sunbeam and brilliant. Norway – Tid for gode overraskelser, time for good surprises.

Anticipation and wonder. Finland – Uudenkoitto, which translates to a new dawn or a new beginning.

Poland – Zdumienia i olśnienia, which is surprise and amazement, or astonishment and revelation. Hungary – Ragyogó meglepetés, radiant/brilliant surprise.

Portugal – O despontar de surpresas brilhantes, which translates to the dawn of brilliant surprises. Despontar is a word used for daybreak or sunrise, though Apple’s Translate app says the phrase means "the unfolding of brilliant surprises." Turkey – Işıltılı.

Heyecanlı or dazzling/sparkling, surprising, exciting. The Netherlands – Surprise party.

Apple left this one in English. Czechia – Čas těšení, or time of anticipation.

UAE, Saudi Arabia – بدايات تسطع بالمفاجآت, which means beginnings that shine with surprises. China – 亮新篇，来耀眼, which roughly means a bright new chapter, prepare to be dazzled.