On September 28, BlackBerry announced there’ll be no more new phones in production. This decision regrettably marks the end of one of the internet era’s most iconic products, according to The Independent.
However, Wired says although Blackberry will stop producing its own smartphones, “itself [the company] will live on as a software and services provider”. The focus will henceforth fall on software and security products.
Now struggling to keep up with competitions from Apple and Samsung, it’s an understatement to say that Blackberry has been the world’s biggest and most important smartphone maker.
Reasons for BlackBerry’s hardware downfall points to iPhone’s resurgence as the main factor; and BB’s failure to adapt to the world’s changing smartphone business.
Most people have suddenly forgotten there used to be a brand like BB.
A lot smart tech lovers will stake their lives arguing that the company has been in smartphone production business recently, even after their last minute embrace of Android.
“That’s the stage BlackBerry has reached—many people aren’t even aware that BlackBerry still makes phones,” says Jan Dawson, chief analyst of Jackdaw Research.
Blackberry recently reported it lost a total of $372m in the last quarter, compared with a profit of $51m earned in the same period last year.
According to estimates, the company claimed just 0.1 percent of the market in the Q2 2016, equating to sales of some 400,400 units. The last BlackBerry phone to be manufactured by the company was the Priv, the company’s first Android-powered device, released in November last year.
“Closing down the part of its business that makes phones will help the company save on capital,” CEO John Chen said in a statement, according to Beijing Bulletin. “Instead, it will have other companies design and build them, removing the need for that investment.”
By fall of 2014, you at least couldn’t say BlackBerry wasn’t trying everything. The Passport answered the question: Smartphones, but square? Unfortunately, it turns out no one had been asking.