  We study magic angle graphene in the presence of both strain and
particle-hole symmetry breaking due to non-local inter-layer tunneling. We
perform a self-consistent Hartree-Fock study that incorporates these effects
alongside realistic interaction and substrate potentials, and explore a
comprehensive set of competing orders including those that break translational
symmetry at arbitrary wavevectors. We find that at all non-zero integer
fillings very small strains, comparable to those measured in scanning tunneling
experiments, stabilize a fundamentally new type of time-reversal symmetric and
spatially non-uniform order. This order, which we dub the 'incommensurate
Kekul\'e spiral' (IKS) order, spontaneously breaks both the emergent
valley-charge conservation and moir\'e translation symmetries, but preserves a
modified translation symmetry $\hat{T}'$ -- which simultaneously shifts the
spatial coordinates and rotates the $U(1)$ angle which characterizes the
spontaneous inter-valley coherence. We discuss the phenomenological and
microscopic properties of this order. We argue that our findings are consistent
with all experimental observations reported so far, suggesting a unified
explanation of the global phase diagram in terms of the IKS order.
