I’ve heard a lot of commotion surrounding a potential BlackBerry comeback.
AP’s Andy Boxall wrote a fantastic piece outlining the revival attempt by CrackBerry founder Kevin Michaluk, and I’ve written extensively about my love of older BlackBerry devices.
In numerous interviews, Michaluk describes the smartphone equivalent of getting the band back together, and, as a keyboard phone enthusiast, it’s music to my ears.
However, it’s not that simple. The BlackBerry of yesteryear was about much more than just a physical keyboard.
To his credit, CrackBerry Kevin acknowledges this, but understanding the problem and amassing the resources to conquer it are two different things.
I want to recapture the feeling I had when I daily drove my BlackBerry Passport, with its wide aspect ratio and fantastic keyboard, but it’s not 2014.
So even though I’d be the first person in line to buy a revived BlackBerry device, sometimes you can’t go home again.
I don’t know how you duplicate the software experience
Security and reliability top the list
I understand keyboards get all the attention on BlackBerry smartphones, but the software was the hidden star of the show.
BlackBerry OS was fantastic, offering a lightweight software experience that was secure and reliable.
Devices like the BlackBerry Passport had flagship chipsets, but the Q10 was powered by a Snapdragon S4, providing midrange power.
Still, the experience was smooth, a testament to how well optimized the BlackBerry OS was.
I don’t know how you can recreate that experience on Android. You’ll never get the same level of security, as the BlackBerry servers aren’t coming back online, and BlackBerry Protect is long gone.
There are only so many things you can do without building your own software from the ground up, which wouldn’t be practical.
It’s also challenging to design a software experience optimized for a keyboard.
Unihertz has done an excellent job with the Titan 2, providing some Android customizations that make better use of the physical keys, but it’s nothing like BlackBerry OS.
A revived BlackBerry would need its own heavy Android skin, full of shortcuts and gestures, making sure the user experience felt like it was designed for a physical keyboard, not just around it.
A new BlackBerry needs a competitive advantage
The keyboard will get you only so far
A new BlackBerry would have to attract an entire generation of smartphone users who aren’t bound by nostalgia.
I don’t know what would convince people to switch to a BlackBerry when all they know is typing on glass screens. Yes, typing on a physical keyboard is more accurate, but it also takes longer.
I don’t mind the extra few moments, as it helps me really think about what I’m saying, but you’d be asking people to step out of their comfort zones, so there has to be a tangible benefit.
Social media would also take center stage. I know the new device would be aimed at business and government users, but there would be a significant number of phones aimed at casual consumers.
I prefer the 1:1 aspect ratio of the BlackBerry Passport and Q10, but it’s not ideal for all apps. You can’t risk a wonky TikTok experience or an Instagram scroll that doesn’t look quite right.
The BlackBerry Priv design offers hints at a solution. While a slider phone would maintain a more traditional aspect ratio, it doesn’t provide the best physical keyboard typing experience — it’s top-heavy.
Any new phone will have to strike the perfect balance between screen size and keyboard layout, while ensuring the social media experience meets people’s expectations in 2025.
A premium device is a tough sell
I don’t know if people are willing to pay flagship prices
It’s easy to recommend the Unihertz Titan 2, given its price range of $300 to $400. Yes, I’m asking people to try something different, but at that price point, it’s more reasonable.
The less expensive something is, the more people are willing to give it a shot.
Kevin Michaluk is talking about building a phone akin to the older devices, with a premium design and high-end materials.
I love the look and feel of the old BlackBerry phones, but that’s going to cost money. There’s been niche success with the Clicks keyboard case, but that’s a $100 accessory, not a flagship smartphone.
Let’s say the new device costs $800. Even with upper midrange specs and a premium design, that’s a significant amount of money.
It’s no longer in the realm of asking people to take a flyer on something new — that’s a serious investment.
People who know and love physical keyboard phones, like myself, would jump to own one, but it’s a hard sell to get people who don’t know the benefits of a BlackBerry to take a chance.
If you make the device inexpensive, it won’t have that BlackBerry feel, yet if you make it a flagship phone, the price will prohibit new buyers — not an easy position.
I still want to see it happen
Despite my reservations, I want to see a new BlackBerry in 2025. I’d be first in line to preorder one, and I applaud anyone trying something different in the smartphone space.
Any doubts I have come from a place of love, because I want a BlackBerry-branded device to see the sunlight.
Still, there are a tremendous number of hurdles, and my heart can’t take another failed attempt.
The TCL devices were an awkward compromise, and Onward Mobility taunted us with a phone that never made it to market.
If BlackBerry is to get one last chance, it needs to be a good one.
