Apple announced its annual iPhone event for Wednesday, September 9 at 10 a.m. Pacific Time. While the U.S. and several countries use 'Surprise and Shine' as the tagline, many regions feature localized variations. Canada and France use 'Des surprises dans l'air' (surprises in the air).

Brazil uses 'Surpreendente e brilhante' (surprising and brilliant). Mexico and Latin America use 'Sorpresas listas para brillar' (surprises ready to shine). Germany, Austria, and Switzerland use 'Staunen und strahlen' (wonder and radiate).

Spain uses 'Un rayo de wow' (a ray of wow). France and Belgium use 'Un jour nouveau. Bientôt.' (a new day, soon).

Italy uses 'L'alba di nuove sorprese' (the dawn of new surprises). Nordic countries feature localized phrases like Denmark's 'Det bliver solstrålende' (it's going to be brilliant/sunny) and Sweden's 'Förväntan. Förundran.' (anticipation and wonder).

Finland uses 'Uudenkoitto' (a new dawn or beginning). Eastern Europe includes Poland's 'Zdumienia i olśnienia' (surprise and amazement) and Hungary's 'Ragyogó meglepetés' (radiant surprise). Portugal uses 'O despontar de surpresas brilhantes' (the dawn of brilliant surprises).

Turkey uses 'Işıltılı. Şaşırtıcı. Heyecanlı' (dazzling, surprising, exciting). The Netherlands retains 'Surprise party' in English.

Czechia uses 'Čas těšení' (time of anticipation). UAE and Saudi Arabia use 'بدايات تسطع بالمفاجآت' (beginnings that shine with surprises). China, Hong Kong, and Taiwan use chapter-themed taglines like '亮新篇，来耀眼' (bright new chapter, prepare to be dazzled) and '驚喜耀現，開新篇。' (a dazzling surprise opens a new chapter).

Some regional pages, including Japan, Korea, Brazil, Mexico, Thailand, and Vietnam, remain unupdated. Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone at the event.