How BlackBerry Reinvented Itself After Losing the Smartphone War

There was a time when owning a BlackBerry phone meant you were ahead of the curve. At its peak, the company controlled more than 40% of the U.S. smartphone market and had tens of millions of loyal users around the world. Its Bold, Curve and Pearl models literally took the world by storm. Until the iPhone arrived. And then, Android followed.

Within a few years, BlackBerry had been pushed almost entirely out of the smartphone business. By 2016, its market share had effectively fallen to zero, and in 2022, the company officially shut down the services that powered its legacy phones.

Many people have come to believe that was the end of the BlackBerry story. But it wasn’t.

In its own way, the company may be as important today as it was during its smartphone heyday. The only difference now is that most people don’t realize they are using BlackBerry...

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