Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 1.

Between Apple and BlackBerry, the loser is the one who does not dare … shoot at his feet


Certainly everyone agrees that the greatest legacy of Steve Jobs's life is the iPhone. From 2016 up to now, every year Apple sells over 200 million expensive smartphones, bringing in hundreds of billions of dollars for Apple and is also a premise for this company to reach the milestone in 2018.

The secret to the iPhone's success lies in the fact that Steve Jobs saw the biggest problem of his phone at the same time (and gave the answer to that problem). In the event of lifting the phone, Steve Jobs targeted the same-time smartphones on the stage to criticize. "The keyboard is too ugly and cannot be changed."

BlackBerry on the list is criticized. Even, BlackBerry is also associated with QWERTY keyboard design on mobile. BlackBerry used to be a symbol of business people, of professionalism.

But for Steve Jobs, the BlackBerry logo is just a heartbreaking demonstration that users are suffering from limitations of the same technology. The QWERTY keyboard stays there, and so users always lose half of their display area for features they may not need. One of the reasons iPhone has a touch screen is to "hide" the virtual keyboard when users surf the web or watch videos.

Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 2.

Of course, BlackBerry will not be quiet about Apple's criticism. When asked in an interview, RIM CEO (BlackBerry) Mike Lazaridis once said: "I can't type on the iPhone's touch keyboard, I still can't type now, so are my friends".

Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 3.

A year later, he shared with Silicon.com that "The most interesting trend in the mobile sector is the full QWERTY keyboard".

BlackBerry's first answer to the iPhone is the Storm with a click-on screen. But then that smartphone also failed because the "click screen" mechanism was too fragile; Customer's return rate is even up to 100%.

By 2013, the new BlackBerry unveiled a smart mobile operating system on par with iOS and Android. The first two products of BB10, one with a QWERTY keyboard, account for half the screen. Then, when switching to Android, BlackBerry still tries to bring the QWERTY keyboard (small size) down to the camera body. Another failure happened, except for the QWERTY keyboard, BlackBerry's Android smartphone was bad on every front.

Too heavy on the physical keyboard, BlackBerry has repeatedly failed itself.

Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 4.
Lesson for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 5.

Looking back later, everyone understood how wrong the Black Strawberry was. But in the context of 2007, if in Lazaridis's position, the majority will surely make the same decision. The name of BlackBerry at that time (and later) was associated with a great sense of keystroke. Referring to BlackBerry, the QWERTY keyboard image will appear first.

If BlackBerry is determined to pursue the iPhone (or Android), the change will cause a big earthquake for the whole company. Where will engineers go on to study keyboards and touchpads for years? What happens to BlackBerry's supply chain, which is certainly optimized for smartphones with physical keyboards and not large touch screens? How can BlackBerry conquer the touch experience? Are fans' feelings affected when a company that is proud of the keyboard changes to a "bad" press experience like the iPhone?

Want to catch up with the trend determined by iPhone, BlackBerry will have to pay a very expensive price. However, in order to survive, to rise to the master of the waves of the era, no price is too expensive. That's what BlackBerry didn't recognize, and Apple did.

Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 6.
Lesson for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 7.

There is a lot to say about the iPhone, but Steve Jobs encapsulates this experience in the classic saying: "Phone. iPod. Internet communication"Before the iPhone, Apple's most important source of life was the iPod. When the iPhone was born and slowly crowned, iPod sales were gradually declining until the iPhone passed in 2010. From the iPhone 4 onwards, In turn, every iPod goes to death, so far only iPod Touch can be considered … Compact iPhone.

Apple is ready to use a new product portfolio to kill its vital sourceeven if iPod is the key to allow Apple to dominate a market (music player) and make the most important contribution to the company's revival. The problems that Apple must solve when developing iPhone are also extremely new – mobile chips, touch screens, but Apple is ready to head into those strange and difficult areas.

As a result, Apple has risen to master the high-end segment, at the same time making up most of the profits of the mobile industry: for example, going down but Apple's quarterly profit is still higher than its profit. Huawei's year.

Lessons for life: Between Apple and BlackBerry, the loser is the one who does not dare ... shoot at his feet - Photo 8.

BlackBerry has disappeared almost completely from the world smartphone map: the name that represents the concept of smartphones is now a software company, a franchise brand for TCL (China) .. What is left is regret – the price that BlackBerry dares to shoot at its feet, Samsung or Google's position is now probably the Black Strawberry.


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