Google Pay Suica has been getting most of the JR East Suica marketing love these past few months but Apple Pay Suica is not down and out. JR East posted some new Apple Pay Suica ads on their website refresh which hopefully means that posters and train wrappers are coming soon.
In light of the coming changes in the Japanese mobile market, Apple is smart to market strengths, like Apple Pay Suica, instead of covering weaknesses, like iPhone XR pricing, with cool. Cool works best when you can rush out and impulse buy.