Feature Article

April 01, 2013

BlackBerry Z10 Soon to be Beat?

Thought the brand new BlackBerry Z10, which as of Thursday had topped one-million sales, was the best the company could do? Think again (maybe)!

BlackBerry's CEO, Thorstein Heins, suggests that there's an even better BlackBerry 10 model in the works. Heins more than hinted at the development in an interview with CNET, going so far as to confirm that the company intends to launch an “exciting” new flagship smartphone in time for the holidays.

Heins didn't give away too much, and admitted that exactly when the updated smartphone is scheduled to hit stores is not definite. The CEO set up quite the tease as he hinted to a yet-to-be-announced BlackBerry device. “There’s one new product I’m really excited about, but I can’t really share it,” he said, adding that this mystery machine “takes BlackBerry 10 to another level in terms of the user experience.”

We haven't heard Heins this animated since last week, when, prior to the launch of BlackBerry Z10, he asserted that the iPhone is “passe” and that Apple had lost its innovative edge. 

Though it may be heartening to see BlackBerry vying to reclaim its long lost top spot in the smartphone category, there may be a need for the company to take a reflective pause, or at least a breath before it dives into creating the next biggest best thing ever.

The BlackBerry Z10 may be topping expectations with its sale rate (analysts were anticipating the Canadian cell phone maker to sell more than 900,000), but it's still a long way from ideal. A user at Forbes points out that the Z10 has a trove of inconsistencies working against it, along with a certain lack of intuition.

It's in BlackBerry's best interest to consider all the issues that will start popping up with its Z10 in the coming weeks, and then move ahead accordingly with its next offering.

Edited by Brooke Neuman

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