According to reports of National Post, BlackBerry lost $965 millon in the second quarter. And most of its lost due to largely unsold of BlackBerry smartphones which value about $934 million. Compared to 9 million number of sales in iphone 5C and 5S model in the first week, BlackBerry only achieve 5.9 million number of sales in the second quater. BlackBerry chief executive Thorsten Heins said BlackBerry need make some changes to creat a better business model. Luckily BlackBerry is still the best 10 company for penetration its products to customers and a financially strong company with 2.6 billion in cash and no debt, even though they lost revenue and lay off large amount its empolyees. Athough brand loyaty and strong financial support may help the company go through the tough time, the intensive competition is inevitable. In order to survive, BlackBerry should improve the property of its phones add more features to attract customers. According to the reports most of its sells are running by BlackBerry 7 OS instead of BlackBerry 10 which is its new operation system. Thus it is important for BlackBerry to enhance its effect of its advertising for new products.