Apple's iPhone faces its first test in the fickle Japan market when it launches on Friday In many countries the latest version of the iPhone represents the epitome of high-technology but the picture is different in Japan, which gets its first-ever taste of the iPhone with the Friday launch. Consumers here are used to advanced handsets that handle digital TV, e-money and replace their subway and rail cards for travel, so the reaction the iPhone - which does none of these - will get in Japan is being watched with interest.