In a world dominated by sleek, all-touch smartphones, the longing for a new BlackBerry device is palpable among its devoted fans. Many remember the days when BlackBerry was synonymous with productivity, thanks to its iconic physical keyboard and robust software. Despite a series of setbacks, including failed products and shifting market dynamics, the enduring spirit of BlackBerry enthusiasts suggests there's still a market for a purpose-built device in 2025.
The nostalgia for BlackBerry devices is strong, especially for those who used models like the BlackBerry 7280, which one fan recalls using until the scroll wheel wore off. This user, who still relies on a BlackBerry Passport for light email, laments the decline of the brand since its peak in the early 2000s. The BlackBerry KeyOne and KeyTwo, produced by TCL, failed to resonate with loyal fans, and Onward Mobility's promise of a new device never materialized. However, whispers of a UK startup seeking to revive the BlackBerry name have ignited hope among the fanbase.
As the smartphone market has become increasingly homogenized, the author argues that not every device needs to cater to the lowest common denominator. The charm of BlackBerry lay in its unique experience—an experience that went beyond just having a physical keyboard. The tactile feedback of a keyboard, coupled with the efficiency of keyboard shortcuts, provided users with a sense of purpose that modern smartphones often lack.
Moreover, the software aspect of BlackBerry devices played a crucial role in their popularity. BlackBerry OS was known for being lean and efficient, avoiding the bloat that characterizes many contemporary Android skins. A modern BlackBerry running a near-stock version of Android could attract users seeking a streamlined experience. Security, too, remains a top priority for potential BlackBerry users. The desire for more control over data storage and sharing is significant, especially in an era where privacy concerns are paramount. A new BlackBerry could capitalize on this need by offering robust security features akin to those found in Motorola's Moto Secure software.
Another appealing aspect of BlackBerry devices was their build quality. The author fondly recalls the durability of previous models, such as the BlackBerry Passport and the Bold 9900, which withstood years of use without a case. In a time when most smartphones feel fragile, a new BlackBerry could stand out with its sturdy construction, appealing to users who prioritize longevity over aesthetics.
In terms of design, the author expresses a preference for a new BlackBerry Passport that maintains its 1:1 aspect ratio, allowing for an optimal reading experience. The success of alternative form factors in recent devices suggests that a modern BlackBerry could also explore innovative designs. For instance, a slide-out keyboard akin to the BlackBerry Priv could provide versatility without compromising on the physical keyboard experience.
On the financial front, BlackBerry (NYSE:BB) recently saw its price objective reduced by analysts at CIBC from $7.00 to $6.00, maintaining an "outperformer" rating. This adjustment indicates a potential upside of nearly 100% from the stock's previous close. The stock has been the subject of various ratings updates, with TD Securities upgrading it from a "hold" to a "buy" rating, boosting the price target from $3.25 to $4.00. Meanwhile, Robert W. Baird lifted its price objective from $3.00 to $3.50, and TD Cowen echoed this sentiment, raising its target from $3.25 to $4.00.
Despite these optimistic outlooks, BlackBerry's stock has faced challenges. On April 3, 2025, shares traded down 4.3%, reaching $3.01, with over 16 million shares changing hands. The company has a market capitalization of $1.79 billion and a P/E ratio of -13.66. Over the past year, BlackBerry's stock has fluctuated, with a low of $2.01 and a high of $6.24.
In its latest earnings report, released on April 2, 2025, BlackBerry reported earnings of $0.03 per share, surpassing analysts' expectations of $0.02. The company generated revenue of $141.70 million for the quarter, which was above the consensus estimate of $137.56 million. However, this figure represents a 7.3% decline year-over-year, indicating ongoing challenges in the competitive landscape.
Insider trading activity has also been notable, with CAO Jay P. Chai selling 24,425 shares on January 24, 2025, for over $102,000. CEO John Joseph Giamatteo also sold shares valued at approximately $117,608 in early January. Following these transactions, Giamatteo still holds nearly 491,000 shares of the company, valued at around $1.96 million.
Despite the hurdles, institutional interest remains strong, with 54.48% of BlackBerry's stock owned by institutional investors. Recent quarters have seen a mix of buying and selling activity, reflecting a cautious but hopeful outlook among investors.
As the smartphone landscape continues to evolve, the longing for a new BlackBerry device reflects a broader desire for diversity in the market. Fans are not merely looking for a new phone; they crave a device that embodies the spirit of BlackBerry—one that prioritizes functionality, security, and a unique user experience. In 2025, as rumors swirl about potential new devices, the question remains: can BlackBerry reclaim its place in the hearts of its fans?
