BlackBerry Phones Could Still Succeed, Experts Say GA S REGULAR Menu Lifewire Tech for Humans Newsletter! Search Close GO News > Phones

BlackBerry Phones Could Still Succeed, Experts Say

But they will never stand as tall as iPhones

By Joshua Hawkins Joshua Hawkins Freelance Technology Reporter Full Sail University Josh Hawkins is a freelance writer for Lifewire who loves writing about the latest tech and gadgets that help make people’s lives easier. As an avid gamer and VR enthusiast, he also enjoys diving deep into the technology that helps bring those kinds of experiences to life. lifewire's editorial guidelines Updated on August 3, 2021 03:44PM EDT Fact checked by Rich Scherr Fact checked by Rich Scherr University of Maryland Baltimore County Rich Scherr is a seasoned technology and financial journalist who spent nearly two decades as the editor of Potomac and Bay Area Tech Wire. lifewire's fact checking process Tweet Share Email Tweet Share Email Phones Mobile Phones Internet & Security Computers & Tablets Smart Life Home Theater & Entertainment Software & Apps Social Media Streaming Gaming

Key Takeaways

OnwardMobility is still planning to release a 5G-enabled BlackBerry smartphone.While it may appeal to some looking for nostalgia, experts say the company could have a hard time gaining ground in a Samsung- and Apple-dominated market.If BlackBerry doesn’t go mainstream again, the smartphones could find a place in the niche market alongside many other brands. Alejandro Mendoza / Unsplash Even if BlackBerry phones make a comeback, experts say the physical keyboard-wielding smartphones will need to make a splash if they want to find a place in today’s smartphone market. Once the biggest smartphone brand on the planet, BlackBerry quickly fell from grace when the iPhone and Android phones started to take the market by storm. After years out of the market, the smartphone that started it all seems set to make a return, though experts say it will have a hard time maintaining relevance in a world dominated by more-established brands. "I don't think BlackBerry will ever have as large a market share as it once did," Christen Costa, a tech expert and CEO of Gadget Review, told Lifewire in an email. "Too much of the market is eaten up by Apple and Samsung, and people who have those phones tend to only buy those brands. But I can see BlackBerry making a niche product that appeals to two groups of people: older professionals and people who just flat out hate on-screen keyboards."

Finding Appeal

When BlackBerry took off in the early 2000s, the smartphone was beloved because of how it allowed users to connect to their email. This eventually evolved, letting them connect with one another over features like BlackBerry Messenger (BBM). BBM was similar to features seen on newer phones like the iPhone’s iMessage, and it pushed more users to adopt the smartphone and its sleek physical keyboard. That all came crashing down with the release of the first iPhone and Android phones. I don't think BlackBerry will ever have as large a market share as it once did. If BlackBerry wants to make a comeback in 2021, it needs new ways to appeal to the smartphone world beyond its physical keyboard. The iPhone and Android have more than a leg up in the race, with years of app development and features delivered as those experiences continue to grow. "The tactile/analog keyboard is a good start, but it's not going to do all of the work," Costa warns. Instead, it’s important for BlackBerry to find other ways to stand out, too. Like in specs and overall app support—something Androids and iPhones already are handling well.

Learning From Others

The biggest key to BlackBerry finding success really comes down to whether or not it can pull users away from ecosystems they’ve been invested in for over a decade. Sure, the iPhone might not have been much when it first launched in 2007. The App Store launched a year after the first iPhone release, offering several hundred apps. Now, though, the App Store has grown to include over 4.3 million apps for people to choose from. Google’s Play Store—which powers Android devices—has also seen exponential growth since its launch, totaling 2.9 million apps as of November 2020. Despite Apple and Google, Costa says plenty of other brands have managed to carve out a niche for themselves in the smartphone market, attracting users for a variety of reasons—like great overall specs for a lower price and application support. If OnwardMobility can truly capture the magic of owning a BlackBerry again, it could pull the brand out of the shadows and back into the light. Even if only a little bit. "Millennials who used a BlackBerry as one of their first professional devices may feel a sense of nostalgia," Costa explained. "The tactile responsiveness is great for providing feedback and it can serve as an organizational tool depending on the apps offered out of the box. Having that keyboard is extremely helpful for people who have to type a lot of emails or other things for their job, too." Was this page helpful? Thanks for letting us know! Get the Latest Tech News Delivered Every Day Subscribe Tell us why! Other Not enough details Hard to understand Submit More from Lifewire iOS 16 Brings 86-Year-Old Dvorak Keyboard Layout to the iPhone, but It’s Not a Big Deal BlackBerry KEYone Review: The Best Keyboard Phone on the Market What Is a BlackBerry Phone? The Biggest CES Flops of All Time BlackBerry KEY2 Review: Never Leave Home Without a Keyboard Microsoft Surface 3 vs. iPad Air 2 What Happened to the Old iPhone YouTube App on iOS 6? How to Turn Off Keyboard Vibration iPhone vs. Samsung Phone What Is a Touchscreen and How Do They Work? The 10 Best iPad vs. Samsung Tablets of 2022 by Lifewire What is a Foldable Phone and How Does One Work? What Is a Smartwatch and What Do They Do? Samsung Galaxy Note 9 Review: The Best Big-Screen Phone iPhone vs Android: Which Is Better For You? iPad: The Pros and Cons Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookies Settings Accept All Cookies