
They say acceptance and hope are the final stages of moving on from a loss.
This time it was all or nothing for Mr. Sato. A man on the brink of complete disillusionment with DoCoMo, his mobile service provider of 15 years, Mr. Sato had just about given up waiting in line for days to become the first owner of an iPhone X in Japan after being burnt badly by the telecom giant.
However, the release of the iPhone X promised to be something special; a new step in the technology he held dear was sure to come with great fanfare in the form of a star-studded celebration.
So he waited one last time.
This was to be his most challenging wait too, as the iPhone X was launched later in the year than any other model. As a result, the weather was especially cold and windy, particularly in the middle of the night.
To make matters worse, in the early morning of launch day, 3 November, a cold rain fell. Mr. Sato began to seriously reconsider his decision.
However, as he huddled under a narrow band of dryness beneath the DoCoMo sign, watching his belongings get soaked as they held his coveted first place in line, Mr. Sato remembered the launch events of days past and all the fun he had. That alone was enough to make him smile a little through the suffering.
Eventually the rain subsided and the usual ceremony time of eight o’clock was fast approaching. Normally at this time there would be carpenters setting up a stage for the event, but this time there was nothing going on.
Mr. Sato tried to sleep until eight, clinging to what faith he had that DoCoMo would pull through in the end this time. Exhausted of patience and energy, faith was all he had left.
After waking, Mr. Sato checked his Apple watch. It’s was only minutes before eight, but there was nothing happening in or around the DoCoMo store. “This should not be,” thought Mr. Sato, “This is not how the iPhone X is supposed to be released!”
Then the clock struck eight o’clock…
Nothing happened. No ceremony…
No phone that he had pre-ordered… Nothing.
Mr. Sato looked over at a nearby electronics store and saw the staff, eager about the day’s huge business opportunity, hurrying to open and setting up their iPhone X display.
Then he looked back at DoCoMo, and sensed nothing but the cold November wind…
Suddenly, Mr. Sato head someone shout, “Hey Dude!!!”
It was Butch who had been waiting first in line at the SoftBank in Omotesando. Although still fueled by his eternal supply of optimism, he told Mr. Sato that he could not get an iPhone X because he had made his pre-order too late.
Butch was effervescent as always but there was something different about his laugh this time. It reminded Mr. Sato of the laugh someone might give after an elephant just sat on their car – a laugh one would give because it was the only thing to keep them from crying.
Mr. Sato could neither laugh nor cry, however. He just felt numb, and looking at the situation with cold logic, there was simply nothing there for him to do anymore.
It was time to go home.
He would, however, like to thank the other writers who helped him by saving his spot while he visited Butch and used the little boy’s room: Seiji, Ahiruneko, and Ryo, who had passed away of boredom while waiting on the second night.
As Mr. Sato gathered his belongings outside the closed DoCoMo shop on that overcast late autumn morning, he took one last look back on his relationship with his mobile service provider.
Mr. Sato: “I have been your customer for 15 years. Jeeze, that’s a long time, isn’t it…”
“It was you who gave me my first iPhone. I could remember my excitement that day like it was yesterday.”
“And all the times after…meeting your president. It was so happy. Every time I got an iPhone it was like when you would get a new sword in a role-playing game. It was so fun and exciting because of the new possibilities that you had given me.”
“People kept telling me that iPhones were no good, that you were too expensive, and that I should get a Samsung or whatnot. But actually, it wasn’t even about the phones; it was about the thrill of the moment. I know that now, but I wonder if you do. I wonder if there is any sense of passion left in you at all.”
“I have to feel that excitement again, but it won’t happen with you…”
“Today was a loss, but next time I will win.”
“I have to keep moving forward, but I will carry the good memories you and I had to help me search for new joys in life.”
“I sure hope these clouds will break tomorrow.”
Mr. Sato carried his heavy thoughts with him as he made the long and cold journey home. His pocket felt empty without the iPhone X, and his heart was a little broken after having to face DoCoMo’s closed doors, but knowing Mr. Sato, it won’t be long before he’s back to his normal crazy self, cheekily pooping in the office and pole-dancing like a champion.
Photos: SoraNews24
[ Read in Japanese ]




















Mr. Sato comes out of retirement to wait for the iPhone X three days in advance
Mr. Sato retires from being the first person in Japan to buy iPhones, watches this guy instead
Mr. Sato returns to the line, waits three nights for an iPhone 11
The cops kick Mr. Sato off the street during his attempt to wait on sidewalk for the new iPhone
The last of the Mohican-hairstyle-wearing people still lining up for iPhones
Cherry blossom forecasts map shows Japan’s OTHER sakura season is starting right now
Here comes a new katsudon: ice cream katsudon?!?
Ghost in the Sheel goes traditional with Japanese porcelain Tachikoma robots, only 50 to be made
7-Eleven Japan’s new microwaves know how long your bento should be warmed up, even if you don’t
Visit the mythical cave that hid the Sun Goddess in Japanese mythology
Dragon Quest Slime toys appear at McDonald’s Japan in crossover with Grimace and pals【Video】
Smell like a Demon Slayer (or a Demon) with new line of Kimetsu no Yaiba fragrances
Japanese people reveal the six western foods they find most disgusting
Family Mart holds its first-ever Mint Chocolate Fair with 9 intriguing types of snacks
New Attack on Titan theme park attraction coming to Fuji-Q Highland
Yokai are descending upon Tokyo this spring in the latest immersive art experience
Japan’s Naruto theme park now offering real-world version of Minato’s kunai ninja weapon
Japan has a new bar just for people thinking about quitting their jobs, and the drinks are free
New Studio Ghibli stamps leave an impression on your stationery…and your heart
Japan cherry blossom forecast update moves up sakura dates for many parts of the country
Archfiend Hello Kitty appears as Sanrio launches new team-up with Yu-Gi-Oh【Pics】
Studio Ghibli turns My Neighbour Totoro characters into bag charms for everyday adventures
If you haven’t tried an antenna shop in Japan, you’re missing out
Studio Ghibli releases Spirited Away bags in Japan, based on a mysterious festival
Morning-after pill finally available in Japan without a prescription, must be taken at pharmacy
Starbucks Japan releases new drinkware and goods for Valentine’s Day
Japan releases first official sakura cherry blossom forecast for 2026
10 times to avoid traveling in Japan in 2026
Starbucks Japan releases new Frappuccino and latte for Valentine’s Day
Our 52-year-old pole dancing reporter shares his tips for achieving your New Year’s exercise goal
China’s don’t-go-to-Japan warning looks to be affecting tourist crowds on Miyajima
Studio Ghibli releases new “komorebi” plush toys from Princess Mononoke and Spirited Away
Ramen restaurant’s English menu prices are nearly double its Japanese ones, denies discriminating
Survey asks foreign tourists what bothered them in Japan, more than half gave same answer
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
We deeply regret going into this tunnel on our walk in the mountains of Japan
Studio Ghibli releases Kodama forest spirits from Princess Mononoke to light up your home
Major Japanese hotel chain says reservations via overseas booking sites may not be valid
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
No more using real katana for tourism activities, Japan’s National Police Agency says
Starbucks Japan reveals new sakura drinkware collection, inspired by evening cherry blossoms
Updated cherry blossom forecast shows extra-long sakura season for Japan this year
Our reporter Mr. Sato becomes first Japanese buyer of a Docomo iPhone5S!
Mr. Sato shows up in costume, is the first to purchase an iPhone 6 Plus, meets Ken Watanabe AGAIN
We attend the official release ceremony for the new iPhone 11 in Japan
Mr. Sato does not buy an iPhone7, calls this year’s Docomo release ceremony “f***ing s**t!”
“Don’t we have photos of Mr. Sato with a new iPhone?” “No, he spent two days at the wrong store.”
Eating a 6,000-yen (US$55) sandwich on the Tokyo sidewalk: The best way to wait for a new iPhone
Japan belongs to Apple: iPhone claims top 10 spots in total smartphone sales in November
We put iPhone X’s facial recognition feature to the test, learned new ways to scare people【Pics】
Mr. Sato gives his first ever autograph, gets a broken heart in return
Why is the iPhone the smartphone of choice for young Japanese women?
Here’s an easy way to check if the new iPhone 6 and iPhone 6 Plus will fit in your pocket
Can you unlock your new iPhone 6 Plus with your nipple? We can! 【Video】
Drop the… iPhone? Dupstep remix of smartphone ringtone leaves us shaking our booties
Chinese manufacturers already hard at work making iPhone X misuse prevention tools
Edible iPhone 5 Case Made From Rice Cracker Protects Your Life but not Your iPhone
Free at last? Japanese government mulling over doing away with cell phone SIM locks
Leave a Reply