Why Can’t BlackBerry Ltd (BBRY) Keep Up With Apple Inc. (AAPL)?

BlackBerry Ltd (NASDAQ:BBRY)’s struggles in the smartphone market have been well documented over the past few years. The company was once the top player in this market, but has since fallen on tough times. Other companies, such as Apple Inc. (NASDAQ:AAPL), have been moving in the other direction.

While BlackBerry continues to struggle, CEO Thorsten Heins continues to ask consumers and investors to be patient with the company.

If BlackBerry ever plans on moving back to the top of the market, it will need to find a way to compete head to head with the likes of Apple, as well as many other vendors.

Could this be a Big Problem for BlackBerry Ltd (NASDAQ:BBRY)..and what about Apple Inc. (NASDAQ:AAPL)?

While many people dream of working for Apple Inc. (NASDAQ:AAPL), as of late it appears that some don’t feel the same way about BlackBerry.

According to a recent report by CBC News, BlackBerry recently let go 250 employees at its Waterloo testing facility. As if that is not bad enough, the same article goes on to discuss the departure of three senior members of the company, including: Doug Kozak, vice president, corporate information technology operations; Carmine Arabia, senior vice president, global manufacturing and supply chain; and Graeme Whittington, vice present, service operations.

This is big news for BlackBerry Ltd (NASDAQ:BBRY) as the company attempts to stabilize and regain market share.

As you can imagine, it is going to be much more difficult now that three key team members are moving on.

Rebecca Freiburger, a BlackBerry spokeswoman, shared the following in an email to CBC News:

“We are in the second phase of our transformation plan where we will be assessing our organization — from top to bottom — to ensure we have the right people in the right roles with the right skill sets to drive new opportunities in mobile computing.”

BlackBerry continues to struggle with employee related issues, while Apple Inc. (NASDAQ:AAPL) has yet to run into similar issues. The reason is simple: people want to work for Tim Cook and Jony Ive.

Is it possible that something bigger is going on at BlackBerry Ltd (NASDAQ:BBRY)? Is there a reason why the company is having so many employee related issues, while others, such as Apple Inc. (NASDAQ:AAPL) appear more solid in this part of its business?

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