One-time smartphone rivals Apple and BlackBerry face crucial tests in the U.S. market this year, the former to maintain its mobile device edge, the latter merely to survive.
In a reversal of fortunes, Apple's shares have dropped 23 percent this year, while BlackBerry has jumped 25 percent on word that it's readying several new products.
Google's Android operating system still dominates the market while globally Samsung and Nokia are top device makers. But BlackBerry is trying to carve out its niche in a now-crowded field and hold onto its loyal users.
"BlackBerry has one shot to become the third relevant OS (operating system) and so far, the signs are good," said N. Venkat Venkatraman, professor of management at Boston University. "I see it less as a threat to Apple. Apple's worst enemy is Apple itself. It needs a home run with iOS 7 and it cannot be incremental. I see the mobile OS wars very much alive with BlackBerry still struggling, but not quite dead. But, if enterprises do not adopt their devices (and OS) in significant numbers, it may be too late for it to survive."
Last month, BlackBerry announced it had sold about one million Z10 devices, the first smartphone to run the new BlackBerry 10 OS that the company announced earlier this year.
This month, BlackBerry will launch the Q10 device, which features keyboard.
Based on a leak via Twitter last weekend, the company appears also to have plans to release the B10, a wide-screen tablet that would compete against the iPad, and two "phablets" called the U10 and R10. The B10 and U10 may be released later this year, while the R10 may ship in 2014. But the company would not confirm those dates.
"It looks like they're going to try to claw back some of their lost market share by having an aggressive and expansive product launch," said Max Wolff, senior analyst at Greencrest Capital. "BlackBerry built up the modern smartphone movement. They were the undisputed champion of the space. Now, BlackBerry's a shadow of its former self. Apple and Samsung came in and ate their lunch. BlackBerry needs to rebrand themselves and demonstrate to the marketplace that they're totally new and cutting edge, while keeping the hard-core loyalists that haven't deserted them. They could become a threat to Apple, but not in the near future. They're probably more of a threat to Microsoft Windows 8 and Android. BlackBerry is trying to survive, and Apple is trying to stay dominant."
Apple reportedly plans to begin production soon of a refreshed iPhone similar to its present one, while it works on a less-expensive iPhone that could be ready later this year.
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