Apple's iPhone and its partnership with AT&T significantly impacted RIM's position in the smartphone industry. The iPhone introduced a new touch interface and a focus on data usage, which went against RIM's philosophy of a tactile keyboard and bandwidth conservation. Despite initial predictions by RIM that the iPhone's high data usage and battery drain would be deal-breakers, these factors did not deter consumers. Instead, they adapted by carrying chargers or extra battery sticks. This shift in consumer behavior and the popularity of the iPhone challenged RIM's market position.
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The Kodak of smartphones, RIMs rise and fall, is an epic tale of how relationships, patents, lack of unity, and the wrong strategic plan led to the fa...
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As RIM fought off scandals, another player was not wasting any time in the smartphone race. As of 2007, Apple announced the iPhone and its partnership with AT&T. At first, RIM wasn't threatened. The iPhone went against most everything Lazaridis had intentionally designed the BlackBerry to be and to do. For one, he was not convinced that the future was in "touch." He loved the BlackBerry's satisfying "click click" and tactile keyboard too much. In addition, he predicted that iPhone users would start clogging the networks with all the data usage, and that the batteries would drain quickly. He was right about the latter two items, but not right about carrier and user reactions. The increased traffic, dropped calls, and poor service on AT&T's network was not a deal breaker for many. "Bandwidth conservation was yesterday's priority." And, iPhone users didn't care about battery life. They simply carried chargers or an extra battery stick with them.
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