Here’s the long and short of it with the BlackBerry Z10 – had its launch come around just three short years ago we would have been looking at one of the most spectacular success stories on the face of the Earth. It would have changed the face of the Smartphone market, taking RIM to place we never thought they could go and foregone all that ugliness that almost cost the company its life.
Sadly however, the BlackBerry 10 release date was pushed back so many times by RIM that by the time it came around just a few weeks ago, the company had changed its name out of sheer desperation and competition had rocketed off the scale.
Not that anyone had every expected the Z10 to launch in a vacuum, but with the likes of the HTC One, the Samsung Galaxy S4 and the iPhone 5 all around for pretty much the same price, the Z10 had little choice but to be the outright most astonishing Smartphone in the history of history.
Which I’m afraid, it just isn’t.
A few years back, the iPhone was indeed king of the Smartphone hill and Android was well and truly on its way to glory. However, neither had the complete and total stranglehold on the market they have today and the world hadn’t forgotten that there were other brand on the market besides the two biggies.
And perhaps more importantly still, RIM still had a pretty solid reputation and BlackBerry Smartphones were pretty popular to say the least.
As of 2013 however, it’s all done a complete 180. Android has taken over the world, Apple has a hypnotic power like no other brand on the planet and RIM became pretty much a laughing stock in the months prior to the launch of the Z10.
Not that the Z10 isn’t an absolutely brilliant Smartphone – it is every bit BlackBerry’s crowning glory and one of the most capable and desirable Smartphones we’ve seen in a long time. But the point is that at this stage this just isn’t going to cut it when faced with what it’s up against – rival brands, models and operating systems are just too advanced and matured for BlackBerry to compete with.
It remains to be seen therefore how BlackBerry as a whole fares once the dust has settled and the QWERTY Q10 launch has come and gone, though with talk of the iPhone 5S and LG Nexus 5 on the horizon for this summer, smooth sailing ahead really doesn’t come into it.