BrandArena: BlackBerry bids farewell to its Classic smartphone model

Wednesday 6 July 2016

BlackBerry bids farewell to its Classic smartphone model

It's an end of an era for BlackBerry, as the Canadian mobile manufacturer finally decided to ditch its Classic smartphone just two years after its release.

Ralph Pini, Chief Operating Officer and General Manager for Devices at BlackBerry made this statement in a blog post on Tuesday while stressing the need for the company to embrace change.

“For many years, Classic (and its BBOS predecessors) has been in our portfolio. It has been an incredible workhorse device for customers, exceeding all expectations. But, the Classic has long surpassed the average lifespan for a smartphone in today’s market,” Pini stated.

“We are ready for this change so that we can give our customers something better - entrenched in our legacy in security and pedigree in making the most productive smartphones,” he added.

The BlackBerry Classic was launched in late 2014 as a replacement of sorts to the BBOS-powered Q20.

The company suffered a loss of $671 million and more than 30% decrease in revenue earlier this year, selling only 500,000 units during that time. In contrast, Apple was able to sell 51 million iPhones in its last quarter.

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