Before the year of 2007, BlackBerry was hot in the area of technology. CrackBerry used blackberry to check emails, send messages, surf the Internet constantly. However, things have changed after Apple published iPhone. People are addicted to iPhone for its brand new system and Apps. Since the year of 2012, Apple has become the dominator in the market of smart phone. People, who were once consumers of BlackBerry, are no longer attracted by Blackberry, which leads to a considerable decline of sales of Blackberry.                                                     

In order to retrieve the situation and appeal to more investors and consumers, BlackBerry optimized its new operation system, changed the company name from RIM into BlackBerry and published Q10 and Z10 on January 2013, while, BlackBerry delayed the publish and missed the best time, the sales were significantly low, which made the shares dropped sharply.

I think the major problem of BlackBerry is that it does not have a prompt reaction to the market. When it publishes its newest product, people have already been fascinated by products from other phone company.

The future of BlackBerry is vague. The leaders of the firm must modify its plan as soon as possible or the situation will be worse.