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A Steve Jobs body pillow at the iPhone 7 launch is thinking a little too different

Every time we think we've hit peak Apple queuing, someone takes it to another level.

Ayano Tominaga, holds up her Steve Jobs body pillow at Apple's Omotesando store in Tokyo, Japan.

Tomohiro Ohsumi/Getty Images

You know the feeling. You're walking out the door, patting your pockets to check for keys, wallet, phone, and you suddenly realise you've left your full-sized Steve Jobs Japanese body pillow behind.

A common enough mistake, but not one you want to make on New iPhone Day.

One Japanese woman has pushed the boundaries of fandom, good taste and city-street comfort all at once by bringing her Steve Jobs body pillow to the queue for the iPhone 7 in Tokyo on Friday.

And somehow, I thought a miniature robot army queuing for the new iPhone was the weirdest thing I was going to see today.

Even more strangely, it's not the first time the pillow has appeared.

Ayano Tominaga took the pillow to Apple's Omotesando store, posting selfies in the queue and raising it for the cheering Apple staff outside the store. The dakimakura (from the Japanese daki, "to embrace or cling," and makura meaning "pillow") also made appearances in 2013 and 2014.

As more Apple customers move online to preorder their new iPhone, launch-day queues around the world are getting shorter. But we can't complain. With fewer regular shoppers padding out the queues, you can now get a really good look at the die-hard fans.