Apple store in Ginza

Tomorrow, Friday 21st of September 2012 is the official launch of Apple's new iPhone 5. We covered last time the launch of its predecessor, the iPhone 4S, and discussed about how it fast-forwarded the adoption of smartphones by Japanese customers in order to replace their dear keitai phones. Today, let's check whether Apple will renew their exploit and let's watch the highlights of the event, directly from the Apple Store in Ginza, the trendy district of Tokyo.

On Thursday night, 12 hours before the official launch, we went down to Ginza's Apple store in order to feel the atmosphere and interview some of the fans eagerly awaiting for the following morning. By 8:00p.m., the queue was already enormous, spreading well over two blocks. In order to secure the first places, some of the people had been waiting there as early as Sunday, 6 days before the launch!

iPhone fans queuing the night before the Apple store opening (don't forget to switch the subtitles on!)

Japanese iPhone fan with a giant home-made cardboard iPhone 5

Apple store in ginza

iPhone fan with a giant home-made cardboard iPhone 5 helmet

iPhone fans queuing in Ginza

iPhone fan sleeping in the street before the opening of the Apple Store

About the author
Guillaume Erard
Author: Guillaume ErardWebsite:
Founder of the site in 2007, Guillaume has a passion for Japanese culture and martial arts. After having practiced Judo during childhood, he started studying Aikido in 1996, and Daito-ryu Aiki-jujutsu in 2008. He currently holds the ranks of 4th Dan in Aikido (Aikikai) and 2nd Dan in Daito-ryu Aiki-jujutsu (Takumakai). Guillaume is also passionate about science and education and he holds a PhD in Molecular and Cell Biology since 2010. He currently lives in Tokyo and works as a consultant for medical research. > View Full Profile

Tagged under: keitai Ginza
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