Apple Inc.'s iPhone 6s and iPhone 6s Plus smartphones went on sale in Japan on Friday, pitting the country's three major mobile phone carriers against each other in a fierce competition to win new subscribers.
The new models feature 3-D Touch technology that recognizes how hard users touch screens, enhanced cameras, and 4K video recording. They come in four colors, including "rose gold," a new addition.
At Apple's retail store in Tokyo's Shibuya Ward, around 40 people lined up to get new iPhones, while NTT Docomo Inc., KDDI Corp. and SoftBank Corp. held events to celebrate the launch, which is also taking place in other markets around the world Friday.