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Google Translate thinks Apple’s iPhone Ultra event tagline in China includes a hidden ‘foldable’ teaser

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Why This Matters

The discovery of a hidden 'foldable' teaser in Apple's China event tagline highlights the company's potential focus on foldable iPhones, signaling a significant shift in smartphone design and innovation. This subtle hint generates excitement among consumers and industry insiders, emphasizing Apple's strategic use of marketing and cultural nuances to build anticipation for its first foldable device.

Key Takeaways

Apple officially announced the date for its big September event with the tagline “Surprise and shine,” a play on the phrase rise and shine. This is for the event where Apple is expected to reveal its first foldable iPhone.

Meanwhile, in China, the localized tagline includes a hidden “foldable” Easter egg of sorts, at least according to Google Translate.

Apple fans excited for the first iPhone with a folding display teased potential event taglines that played with the idea of “a lot to unfold” before the “Surprise and shine” tagline was made official.

In China, Google Translate at least sees the English translation as being almost exactly that.

If you screenshot the event image from Apple’s China website and run it through Google Translate for images, it provides this machine-translated result: “A new chapter unfolds, dazzling and brilliant.”

Other translation tools have different results, but it’s at least a fun teaser to enjoy as we count down the days leading up to the big announcement in two weeks.

H/T @sondesix