Apple today announced that it will hold its annual iPhone-focused event on Wednesday, September 9 at 10 a.m. PT. In the United States and several other countries, Apple used “Surprise and Shine” as a slogan for the event, but in other countries the slogan is not a literal translation.
Here are the different slogans that Apple uses on its regional websites.
- United States, United Kingdom, New Zealand, Australia, Ireland, India – Surprise and shine.
- Canada, French – Surprises in the air.
- Brazil – Surpreendente e Brilliant, 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/astonishment and radiance/brilliance.
- Spain – A rayo de wow, which means a ray of wow or a flash of wow.
- France, Belgium – A new day. Soon. The French expression 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 will be bright/sunny. Solstrålende merges two words meaning sunbeam and brilliant.
- Norway – Tid for dildo overraskelser, it’s time for good surprises.
- Suede -Forvantan. Forundran. Anticipation and wonder.
- Finland – Uudenkoitto, which translates to a new dawn or a new beginning.
- Poland – Zdumienia i olśnienia, which is surprise and astonishment, or astonishment and revelation.
- Hungary – Ragyogó meglepetés, radiant/shining surprise.
- Portugal – O despontar de surpresas brilhantes, which translates to the dawn of brilliant surprises. Despontar is a word used to refer to dawn or sunrise, although Apple’s Translate app says the phrase means “the unfolding of brilliant surprises.”
- Türkiye – Işıltılı. Şaşırtıcı. Heyecanlı or dazzling/sparkling, surprising, exciting.
- The Netherlands – Surprise party. Apple left this one in English.
- Czechia – Čas těšení, or time of anticipation.
- United Arab Emirates, Saudi Arabia – بدايات تسطع بالمفاجآت, which means beginnings that shine with surprises.
- China – 亮新篇，来耀眼, which basically means a brilliant new chapter, prepare to be dazzled. The character 篇 can also mean the page of a book, which is perhaps an interesting nod to a foldable device.
- Hong Kong – 耀目驚喜，亮起新一章, translates into a dazzling surprise, opening a new chapter. He uses a different character for the chapter and says surprise more clearly.
- Taiwan – 驚喜耀現，開新篇。, which means something like a dazzling surprise, opens a new chapter.
The different slogans clearly indicate that Apple lets its regional teams write their own content instead of using the same translation worldwide. Taiwan, Hong Kong and China all use the chapter concept, absent in the rest of the world. Many European translations use new beginning or new dawn, as well as the same word bright or radiant in the American version. A new beginning is similar to a new chapter, so Chinese slogans probably use this context rather than that of a book-like chapter, but there may also be an intentional double meaning here.
For all English translations, there are multiple interpretations because there are characters or words with multiple meanings in English, or phrases that don’t translate, but most have the same general meaning as Surprise and Shine.
Some regional Apple pages have not yet been updated with event information, including Japan, Korea, Brazil, Mexico, Thailand, and Vietnam.
We expect Apple to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone at its September 9 event.
