BlackBerry Ltd (NASDAQ:BBRY) has announced that it is discontinuing the Blackberry Classic model, a reminder of the company’s glory days.
The company will, however, continue to manufacture other models. The Blackberry Classic, which features the firm’s iconic physical keyboard, was launched towards the end of 2014 as part of the company’s strategy to replace the Blackberry Bold. Despite terminating the manufacture of the Classic model, the company does not expect the decision to affect the market. This is because it already has the Blackberry Passport which also features a physical keyboard though it has a smaller keyboard to accommodate a larger touch screen.
Blackberry, therefore, made it clear that the end of the Blackberry Classic does not mark the end of the firm’s physical keyboard. There is also the premium handset from the company known as the Priv. The latest physical keyboards in the Priv and the Passport are however different from the keyboard in the Classic model. This means that the company will no longer manufacture handsets with the old keyboard design.
Blackberry is, however, proud of the Classic because it managed to stay in the market longer than the average smartphone. Ralph Pini, who is the company’s COO and general manager for devices, stated that the company is ready to move to the next level so that it can offer the best to its customers. Pini’s statement also suggests that there will most likely be a lineup to replace the old model. Blackberry became less popular when iPhones entered the market a decade ago.
The Blackberry Classic has been an iconic model for the firm. It was a darling to many including politicians and superstars including the Kardashians.