In , the company transitioned to a security software focus under the name BlackBerry Limited. Owning a BlackBerry was once considered a status symbol among politicians, business leaders and everyday users.
Customers largely abandoned the device and its full external keyboard and small by today's standard screen once smartphones came on the scene. The sleeker iPhone launched in , and BlackBerry struggled to compete as consumers sought out the device that could easily download music, videos and maps.
In its first three months out, Apple sold more than 1 million iPhones. In response, BlackBerry attempted to develop products that were similar to other smartphones — some with touch screens, others with slide-out keyboards — but they all struggled to catch on with consumers.
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