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Most products I will spread by hand in a straight line then come back and work in little circles to ensure even coverage.
That is like my z / circle method !! woo hoo!
You can put wax on anyway you like. Make stars, circles or squares - write your name even. The thing that is more important is try to work surgically clean on surgically clean paint. When I'm waxing a clean car, I always at least blow each panel off with a Metro Sidekick to get any airborne particles off the panel right before I touch it, sometimes I'll wipe it down with ONR as well. I also clean my applicator with a pad brush every panel or two.
The wax won't cause any scratches or swirls - but dirt will. Not to mention, every particle that is on your paint not only can scratch your paint, but it can contaminate your tub of wax. Add several of these particles and your fancy tub of high dollar wax becomes only useful as a paperweight. I'm always looking at the wax in the tub for particles or dirt. If there is pollen or bugs in the air I'll actually keep the wax in a gallon ziplock bag and just stick my applicator in the bag to load it with wax.
This goes back to years ago when I was a nooblet, I would always hate it because my wax (P21S - white) would get "dirty" looking in the tub after a while with little particles. At the time I didn't really know the benefits of clay or paint cleaners, although I did know they existed.
Recently, I started to notice this happening again with my tin of Collinite 915. I was thinking I was getting sloppy, when I realized it was little pieces of black foam shedding off the Meg's 3" black foam wax DA pad.
If you think it "matters" how you apply wax, think of how a DA applies wax - in a RANDOM oscillating pattern.