Apple announced its annual iPhone event for September 9, 2026, using different taglines across markets instead of one universal translation. The U.S. tagline is “Surprise and Shine.”
The event is scheduled for 10 a.m. Pacific Time. The UK, New Zealand, Australia, Ireland, India, and Canada also use “Surprise and Shine,” while France and Belgium use “Un jour nouveau. Bientôt.” Chinese-language versions include a “new chapter” concept. Some regional Apple pages had not yet been updated, and Apple was expected—but did not confirm—to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone.
The regional wording shows that Apple is adapting the event campaign by market rather than relying on a single translated slogan. The uneven rollout of regional event pages also means launch information is still being updated across markets ahead of the September 9 event.
Start with the primary evidence, then review supporting sources and context.
Juli Clover
“Apple today announced it will hold its annual iPhone-centric event on Wednesday, September 9 at 10 a.m. Pacific Time. In the U.S. 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.…”
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