{
  "id": 8057905,
  "title": "“Lineup” begins for iPhone18 in Tokyo",
  "url": "https://urgent.news/2026/09/17/lineup-begins-for-iphone18-in-tokyo",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-17T16:00:34.000Z",
  "source": {
    "name": "SoraNews24",
    "slug": "soranews24",
    "url": "https://soranews24.com/2026/09/18/lineup-begins-for-iphone18-in-tokyo/"
  },
  "original_language": "en",
  "account": "In Tokyo's Omotesando neighborhood, veteran reporter Mr. Sato noticed an unusual scene on a rainy day in September. Amongst the shops, the SoftBank Omotesando store stood out as a familiar spot to Mr. Sato, where he had lined up to be one of the first to buy the iPhone 4 in 2010. As he approached the store, a familiar figure caught his eye: Butch, also known as Big Wave, sporting an orange mohawk. Butch was there, as always, for the upcoming iPhone launch.\n\nMr. Sato asked Butch about his presence in the rain, to which Butch responded with enthusiasm about the new iPhone's release. Mr. Sato admitted that he no longer kept track of the release dates, as he had switched to an Android phone. Butch playfully teased him for becoming \"a really dull guy\" by making that choice.\n\nThe two reminisced about the glory days of iPhone launches, when Mr. Sato was the first person in Japan to purchase a new model each year, often meeting celebrities like Ken Watanabe at the events. Butch's vibrant personality and eye-catching appearance made him a familiar face on TV news coverage of iPhone releases, leading to opportunities in acting and modeling, including working as the mascot for Taco Bell Japan.\n\nAs the years passed, the excitement surrounding new iPhone releases seemed to wane. Mr. Sato, now in his 50s, doubted he could withstand the long hours of waiting on the sidewalk for the new device. Butch, who was about 10 years younger, continued to show up every year, even as his body began to show signs of aging. Moved by his friend's dedication, Mr. Sato decided to intervene and offer support on the sidewalk in front of the SoftBank Omotesando store when the iPhone18 launch approached on September 17.",
  "summary": "It’s more of a pointup than a lineup though. On 16 September, our veteran reporter Mr. Sato was strolling through Tokyo’s Omotesando neighborhood. It was a rather wet and miserable day, as many this autumn seem to be, but at least things were cooling down from the intense summer. He looked around at all the […]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}