Just a personal viewpoint: I wonder who's the target audience?

Too artsy & eye catching for regular folks, with the backlight notification & sheer see through back. Too tacky for regular designers (I guess Jony Ive would go insane if this were the new iPhone). Middle age nerds maybe, but office going folks will think twice. My teenage nephew thinks it belongs in Tron; he's cool with Samsung S series. Price point is neither premium or entry scale (@ 69000 yens in Japan store).

It's a bunch of contradictory confused choices