Direct sunlight can sunburn almost any flowers or leaves under the right circumstances. It would be a bit unusual in an east window in the US this time of year, but not impossible especially for a plant that has been in a shadier environment. Higher room temperature and total lack of air circulation can make it more likely - also dehydrated plants in low humidity. And sometimes it can occur at this time of year because the sun is lower in the sky and rising at a different spot on the horizon, letting it penetrate the room more deeply or at a different angle, hitting surfaces on leaves and flowers that don't get the direct light at other times.
Will it happen to your new Paph? I really can't say.
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