Apple Launches 'Surprise and Shine' Hashmoji Ahead of September Event

Apple has activated a new custom hashmoji for its upcoming September 9 event, allowing users who tweet with the #AppleEvent hashtag to see a stylized Apple logo appear next to the tag. The graphic, which features an apple‑shaped halo around the sun and the event’s tagline “Surprise and shine,” was released on X (formerly Twitter) shortly after Apple’s Senior Vice President of Marketing, Greg Jozwiak, teased it on the platform. Apple’s chief executive, Tim Cook, subsequently retweeted Jozwiak’s announcement, adding his own commentary and a link to the event’s countdown.

The hashmoji is part of Apple’s longstanding tradition of providing custom emoji for each public event. Since the company began using the hashtag to promote its product launches, fans and journalists alike have been able to add the Apple logo to their posts, giving them a branded visual cue that the tweet is related to the company’s announcements. The new graphic is based on the invitation artwork that Apple distributed earlier today, which depicts a glowing apple halo surrounding the sun.

The September 9 event is scheduled for 10 a.m. Pacific Time and is expected to unveil several key products. Industry analysts predict that Apple will announce the iPhone 18 Pro and iPhone 18 Pro Max, as well as its first foldable iPhone. Rumors also suggest that new models of the Apple Watch and AirPods will be introduced. The event has already attracted significant media attention, and 9to5Mac has confirmed that it will be on site at Apple Park to cover the launch live.

Apple’s use of the hashmoji on X is intended to increase engagement and visibility for the event’s social media coverage. By attaching a branded graphic to each tweet that includes #AppleEvent, the company can create a cohesive visual identity across the platform, making it easier for users to identify relevant content. The hashmoji also serves as a marketing tool, reinforcing Apple’s brand presence in the digital conversation surrounding the launch.

In a separate tweet, Greg Jozwiak wrote, “Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9!” The message was accompanied by an image of the new hashmoji. Tim Cook added his own message, stating, “Counting down with everyone!” and shared a link to the countdown page. Some observers noted that Cook’s mention of a countdown could be interpreted as a subtle nod to his own impending transition from CEO to executive chairman, a change slated for September 1. However, Apple has not officially confirmed any leadership changes in connection with the event.

The hashmoji was made available to the public within hours of the initial announcement, and it is already being used by a growing number of X users. As the event approaches, the hashtag is expected to trend, drawing attention from both fans and industry analysts. Apple’s marketing team has not released any further details about the event’s agenda or product lineup, and the company remains tight-lipped about the specifics of the new releases.

9to5Mac will provide comprehensive coverage of the September 9 event, including pre‑event analysis, live reporting, and post‑event summaries. Readers are encouraged to follow the publication’s coverage on X and other social media channels to stay informed about the latest developments. The hashmoji, while a small visual element, underscores Apple’s continued focus on integrated marketing across its digital and physical platforms, and it reflects the company’s strategy of engaging its community through interactive and branded content.