Apple yesterday tooneofficially announced date of this year's main Keynote. It will be on September 9th and it is already clear that we really have something to look forward to. Together with the invitation, Apple also published the slogan for the entire event, which in English-speaking countries is "Surprise and Shine". Interestingly, however, Apple he didn't translate it the same way everywhere. Instead, he decided to give each market its own version, some of which are very loose indeed.
Apple promises a surprise
The original "Surprise and Shine" is a fairly clear pun. It is based on the English "Rise and Shine", something like "rise and shine", but instead of "Rise" Apple used "Surprise". Most regional variant follows the same idea. Spain, for example, got “Un rayo de wow,” which can be loosely translated as “a flash of wow.” Francie and Belgium have "Un jour nouveau. Bientôt.", meaning "A new day. Soon." Italy has "L'alba di nuove sorprese," which means something like "the dawn of new surprises."
In the Czech Republic then Apple used the simple “Time of enjoyment”. In Poland, “Zdumienia i olśnienia” appeared, which can be roughly translated as surprise and amazement. Germany, Austria and SwedencarThey were given the slogan "Staunen und strahlen", meaning something in the sense of amazement and radiance or radiance. The Dutch version is also interesting. Apple there, he simply left the slogan in English as “Surprise party.” For Turkey, he then used three words that can be translated as dazzling, surprising, and exciting.
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China hints at a new chapter
But the most notable are China, Hong Kong, and Taiwan. All three regions use the theme of a new chapter in their slogans. The Chinese version loosely translates to “a bright new chapter, prepare to be dazzled.” Hong Kong uses something along the lines of “a dazzling surprise, lighting up a new chapter,” and Taiwan talks about a dazzling surprise that opens a new chapter.
This, of course, immediately prompts speculation as to whether Apple in this way it does not indicate the arrival of a foldable iPhone. A “new chapter” would make perfect sense in this case. However, it must be said that Apple It uses localized slogans, and the meaning of individual words can vary significantly in different languages. Therefore, a slogan alone is certainly not evidence of anything specific.
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For me, this year's slogan and the play on words in general are quite good and interesting. "Surprise and Shine" itself does not reveal anything specific, but when we look at some of the localized versions and especially the motif of the new chapter in Asia, one naturally wonders whether Apple It doesn't seem like it's hinting at anything really big. And that's exactly what we'll have to wait until September 9th. This time, there really is aance, that "Surprise" will not be just an empty marketing phrase.
