Back when I reviewed the BlackBerry Priv, I lamented at the fact that despite BlackBerry’s attempt to once again fit in the mainstream of smartphones, it still adopted the now defunct physical keyboard. I felt that the physical keyboards lent BlackBerry it’s uniqueness but are now considered a novelty in the day and age where onscreen keyboards exist. As a result, it comes as no surprise that BlackBerry have announced that they are discontinuing the BlackBerry Classic smartphone.
“Sometimes it can be very tough to let go. For BlackBerry, and more importantly for our customers, the hardest part in letting go is accepting that change makes way for new and better experiences.”
– Ralph Pini, CEO & GM for Devices at BlackBerry.
In a sombre post to BlackBerry’s blog, Ralph Pini, Chief Operating Officer and General Manager for Devices at BlackBerry, announced the shakeup to the company’s future line of products. However, diehard fans of the RSI inducing phone were encouraged to check with their carriers if they still had unlocked traditional BlackBerry Classic phones; furthermore, BlackBerry still has some of the traditional Classic phones in stock on their online store. It should be noted however, that the fates of existing BlackBerry 10 models are still unknown. The BlackBerry Classic was introduced back in 2014 in a bid to win back users who preferred the plastic keyboard and trackpad to touchscreens. Alas, it didn’t prove fruitful as just last month the Company announced a $670 million loss.
“To keep innovating and advancing our portfolio, we are updating our smartphone lineup with state of the art devices. As part of this, and after many successful years in the market, we will no longer manufacture BlackBerry Classic. 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. We are ready for this change so we can give our customers something better – entrenched in our legacy in security and pedigree in making the most productive smartphones.”
Source: BlackBerry Blog
