Well, this is not a shocker, we all knew that the new BlackBerry Torch 9800 that is only available on AT&T’s network was not going to get much traction with retail consumers. Even though this is BlackBerry’s first touch screen and slide out keyboard device, lack of a faster processor (1GHz), 3.2 Screen (480×360), and disappointing BlackBerry OS 6 upgrade failed to create enough “wow” factor up against the likes of the recent iPhone 4 release. According to Analysts, the Torch did manage to sell 150, 000 opening weekend units which does not come close to comparing to the likes of the iPhone 4 which sold 1.7 million in the first three days. According to a Wall Street Journal article:

But so far it’s had a limited rollout: The Torch is only available—at least for now—through AT&T for $199.99, with a two-year service contract. RIM hasn’t yet said when it will go on sale internationally or through other carriers.

The same could be said of the iPhone that the WSJ compared the Torch, it is locked to the AT&T Network as well. The bottom line is that yes, most BlackBerry owners will be slower to change than other device owners, but the BlackBerry Torch still missed the mark. The Half Hearted effort by BlackBerry to compete with hot new devices like the iPhone 4, Android, and the upcoming Windows Phone 7 devices will significantly hurt it’s future attempts at getting main stream appeal. Is this even something BlackBerry should be concerned with? Or should they just concentrate on build quality and business class usability and just leave Android, iPhone, and Windows Phone alone in the demanding main stream consumer market?

Let us know what you think.



  1. they take a loss with each sale at this point:
    “The low sales figures for the Torch have presumably prompted RIM to slash the price of the device, now available at the new $99 price from various online retailers (AT&T still sells the Torch for $199). RIM is selling the Torch at a loss now, as manufacturing the device costs $183 in raw parts, according to iSuppli.”

  2. There’s no way RIM is taking a loss on those. Remember, $99, just like $199, is a subsidized price. As in subsidized by AT&T. RIM gets a cut, kickback, what have you, from AT&T for every one sold at that price. After all, over the two years of contract required to get that price, AT&T more than makes up for it.

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