iPhone v BlackBerry: Is Apple's battle with RIM won?

Does RIM's announcement that it will 'ignore' consumers mean that Apple has won the battle with the BlackBerry maker?

While Apple is celebrating news that the marketshare of iOS devices continues to grow, BlackBerry maker RIM has been responding to concerns that it has no future, following its announcement last week that it would focus on the business market at the expense of the consumer market. The company has now hit back at claims that it is set to ignore the consumer at its peril.

Last week was a bad week for BlackBerry maker RIM. First IDC research showed it was less popular than Apple's iPhone in its native land of Canada. Then, on Thursday, RIM reported a terrible financial quarter posting a net loss of $125 million and a 21 percent decline in BlackBerry sales compared to the previous quarter and announced that it will now focus its attention on the enterprise market and scale back on the consumer market. Does the news mean that Apple has won the battle with the BlackBerry maker? (More below...)

RIM's new CEO Thorsten Heins announced last week that RIM will focus on enterprise customers and that the company will pare down some of the company's services offerings aimed at consumers: "We're looking at ways to scale back these activities and refocus on our integrated services offering," he said. These protected services are likely to include the popular BBM instant messaging service, and RIM's security offerings and management products.

"We plan to refocus on the enterprise business and capitalize on our leading position in this segment. RIM was late to the BYOD movement and we saw a significant slowing down in our enterprise subscriber growth rate as a result," he announced in his first earnings call since taking over as CEO.

Some observers have noted that BYOD - the "bring your own device" trend, where workers are allowed to choose their own phones to connect to business applications - is what has made Apple so successful. Apple's strategy of focusing exclusively on the user has made the iPhone the most popular IT platform for phone.

There are concerns that if it takes its focus away from consumers, RIM will doom itself as it misses out on this consumerization trend that is currently driving the personal technology market. For instance, our sister site CIO points out, none of the business-focused tablet products have sold very well, but iPads are rolling into even secure segments like healthcare as if they are surfing on a tsunami.

However, RIM has since claimed that it doesn't intend to completely withdraw from the consumer market, and that it will address BYOD through a consumer offering. In a statement emailed to Macworld sister site Techworld, RIM SVP and managing director of global sales and regional marketing Patrick Spence stated that part of competing in the 'bring your own device' segment is to create a compelling consumer offering.

RIM has denied reports that it is withdrawing from the consumer market: "The claim that RIM has said it will withdraw from the consumer market is wholly misleading", Spence told Techworld.

RIM doesn't intend to completely withdraw from the consumer market, its strategy is to allow other hardware makers to use its BlackBerry 10 platform. During the original announcement, Heins said: "Whether it means we'll build hardware or whether we engage in other partnerships is exactly part of the strategic review."

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Karen Haslam

Macworld U.K.
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?