While both companies strive to innovate, bringing consumers the best of the best, this is an area in which Cupertino is clearly leading. Since taking a huge lead in the smartphone market many years ago, BlackBerry has not done anything. Instead, the company has waited around and hoped for the best.
CEO Thorsten Heins continues to do the same. He has pleaded for patience, hoping that the company can turn things around in the near future.
BlackBerry is making an effort, but it may not be good enough this time around. It may not be good enough to save the company from disaster.
Is this BlackBerry Ltd (NASDAQ:BBRY)’s Biggest Problem?
Let’s face it: BlackBerry has tried almost everything to get back to respectability. This includes launching several new smartphones, including the Z10 and Q10, along with a new operating system.
BlackBerry 10 was supposed to save the company. Thus far, the new operating system has come up short.
The topic of apps on BlackBerry has been a major talking point for quite some time, even more the new operating system came to life.
This is an area in which Apple Inc. (NASDAQ:AAPL) has been dominating for quite some time, and putting it as kindly as possible, BlackBerry has nothing (or not much) to offer consumers here.
Sure, BlackBerry 10 is better than its previous operating system but developers don’t seem to care. And in today’s day and age, if you don’t have app developers on your side, much like Apple and Google, you don’t have anything.
It is not fair to say that BlackBerry Ltd (NASDAQ:BBRY) has not made major strides in this area. It is fair to say that the company started entirely too late. It needed to begin pushing back many years ago, when Apple Inc. (NASDAQ:AAPL) first started to pick up steam with its iPhone.
Many developers are waiting around to see just how successful BlackBerry 10 will be. This only makes sense, as they need to focus their time and resources on the platforms that are going to give them the best chance of making money.
A lack of success with its app store is the one thing (okay, one of the many things) that BlackBerry Ltd (NASDAQ:BBRY) is struggling with, while Apple Inc. (NASDAQ:AAPL) and CEO Tim Cook continue to reach new heights.
As noted in a recent USA Today article written by Brett Molina and Mike Snider, the most likely path for the company at this point is to go private.
This would be a major shakeup, one that could show CEO Thorsten Heins the door. Of course, as noted by Hugo Miller of Bloomberg, being shown the door could put more than $55 million in his pocket.
For more on BlackBerry 10, check out the following video: