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Could Priv Be BlackBerry’s Last Smartphone Launch?

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BlackBerry Priv has some attractive features

Recently, BlackBerry (BBRY) released its latest smartphone, BlackBerry Priv, for pre-order in the UK and pre-registration in North America. BlackBerry has high hopes that the Priv will resurrect its fortunes in the smartphone market. The Priv will be the first smartphone from BlackBerry to adopt Alphabet’s (GOOG) Android operating system.

In addition, Priv is powered by Qualcomm’s (QCOM) Snapdragon 808 processor, and its performance is considered to be on par with Apple’s (AAPL) A8 processor and Samsung’s Exonys processors. The smartphone also has a sliding keyboard and enterprise level security.

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BlackBerry’s smartphone shipments continue to decline

BlackBerry’s CEO John Chen has set a target to sell 5 million smartphones per year. However, this target looks quite difficult to achieve, as BlackBerry managed to sell only 800,000 smartphones in the last quarter. As the chart above shows, the smartphone shipments for BlackBerry continue to decline. This may well mean that BlackBerry could end up shutting down its smartphone business as we discussed in the previous part of the series.

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