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Blackberry Torch Price Halved as Sales Disappoint Analysts


Blackberry Torch Price Halved as Sales Disappoint Analysts

Update: Apologies but It appears Amazon has always been selling the Torch for $99. This is something we should have double checked before publication.

The Blackberry Torch has been discounted to only $99 with a contract in the US after only one week of availability, following lack-lustre initial sales. While AT&T is still selling it the new handset for $199, it is down to $99 on Amazon.

Reports suggest that the Blackberry Torch has sold around 175,000 units, which any way you look at it does not compare well against the 1.7 million that Apple said it shifted of the iPhone in the first three days. Equally, Motorola sold an estimated 300,000 units of its Droid X at its July launch.

Analysts have been highly underwhelmed by the performance of the Blackberry Torch according to a report in the Wall Street Journal, but there could be a number of reasons for the lack of immediate uptake.

Firstly, Blackberry users tend to be view their phone as a pure tool, so are less likely to feel the need to upgrade as soon as the latest model appears. Secondly many might simply be waiting to upgrade their existing handset to Blackberry OS 6, rather than go for a new handset to get it.

The Blackberry so far has been released only in the US and is expected imminently in the UK on Vodafone and Orange and possibly O2 as well. Prices have yet to be announced however, so we’ll have to wait and see if the carriers here react to the state of sales in the US.

For now, you’ll have to make do with our first look of the device, but we’ll follow up with a full review soon.

Link: Blackberry Torch page.


August 17, 2010, 11:27 pm

Looks like a nice addition to the BlackBerry range.


You don't need to sell millions of a single model in your opening weekend when you've got a whole flock of smartphones designed to suit different people and different budgets. I don't know what the hell the market expects from BlackBerry, I really don't. I suppose the climate must be somewhat different in the USA as that's where a lot of this 'disappointment' is emanating from.


August 17, 2010, 11:59 pm

N'est pas Apple qui veut...

(not anyone can be Apple).


August 18, 2010, 1:50 am

I agree with Serge - The only type of phone that can compete with Apple figures for launch sales is a GAME-CHANGER, not an ADDITION-TO-THE-RANGE-ER lol..

To the average smartphone market watcher, the BB Torch is just RIM's take on the Palm Pre, and on top of all that, it joins an entire world of phones competing and failing at being iPhone KILLERS. They all bring something different and something similar, they compete for shares of the overall market, they compete for attention in the media etc

iPhone is not part of the game, it IS the game. It brought the closest thing to a complete new-age mobile experience to the world, and until someone brings something RADICALLY different and/or Apple slips up MAJORLY, it'll continue to do well enough to keep Apple happy, and launch figures that everyone can only dream about.

Alex 11

August 18, 2010, 2:42 am

I think titles like these are a bit misleading, as the service plans will mean people will still end up paying hundreds of dollars for the just for the phone...


August 18, 2010, 2:52 am

Just proves you should never buy anything immediately as it's launched. Enough common sense, and they reduce the price to something reasonable! Time to buy!


August 18, 2010, 3:23 am

this is a non story, this is just amazon selling it cheep (which if I understand the american phone market) amazon does this all the time on every phone, simply to undercut the competitors and make sure that people buy the phone with them.

that is all this story means.


August 18, 2010, 3:27 am

indeed no sooner than I wrote my previous comment than I have just read that amazon has always sold the torch for $99 with a contract: http://gizmodo.com/5615263/cor...


August 18, 2010, 5:34 am

You can hardly describe the network subsidised prices as being a definitive price! The phone's price has not been halved. Now if the pay as you go price, OTC was halved then you might have a point. Prices aside, i'm surprised that anyone would ever have thought that this would be a 'big' seller, relative to any other manufacturer. It's just another niche BB product that will fade into obscurity quickly.


August 18, 2010, 11:01 am


I think what the market wants from BB is the proper competitor to the iPhone & Android, the two growing platforms at the moment. RIM has a wonderful position with the worlds corporates, which is protecting them, but part of their growth was from consumers, who they are loosing. Worse, Android and iPhone are starting to make inroads with corporates and will only improve. If RIM don't wake up, they may face a slow, gentle decline, which would mean that their shareprice needs to be re-aligned.

If they continue to follow Symbian's route of just rereshes rather than the MS route of a re-write, they may not make it in the form they are today. I know in my corporate only the security team holds back a total conversion to other platforms and that's being challenged all the time.

I would have bought Palm and ported my email client if I had been them, but that's just me.


August 18, 2010, 12:46 pm


That would be true if RIM's sales were failing and their split between corporate and private subscriptions wasn't increasing faster for the latter.

However, since sales remain strong and private subscriptions outweigh corporate for new adopters it isn't.

Market analysis is a better indicator of what's really happening than media opinion.


August 18, 2010, 12:50 pm

As much as I hate to link to Gizmodo, it seems that this information has been reported incorrectly and that Amazon did not drop the price after a week (they have always sold the BB Torch at a lower price as an incentive to purchasers over buying elsewhere.)



August 18, 2010, 4:37 pm


The signs are there in the analysis, e.g.

"The smart phone market grew by 64% annually worldwide in Q2 2010. At the same time, shipments of RIM&#8217s BlackBerry smart phones grew by 41%." i.e. RIM's shipments grew less than the market did.

"Blackberry also gained ground, but more slowly (Gartner: 3.3 points) "

Since corporates move slowly (we certainly do) the concern is that this is part of a general downward slide and of course the market is always twitchy about such things.

Consumers are far more fickle and if they abandon RIM quickly for Android/Apple/WM7 then RIM could have a tough time on its hands. I think the market would like to see a well regarded fully touch orientated handset from RIM to calm those fears.


August 18, 2010, 11:04 pm


Yes, the smartphone market is expanding. RIM's increase was 41% which translated to a unit increase of 3.3 million. This is larger than HTC, Motorola, Samsung or Sony's - who are the main providers of Android handsets - entire sales for Q2 2010.

RIM are at a peak as, indeed, are Apple (you'll get the usual Q3 peak but their growth has stagnated over the last three quarters) so I wouldn't expect them to increase at the same rate.

I'm sure the markets would like RIM to release a well received touchscreen. I would also like the markets not to lend money to people who can't afford to pay it back thus crashing the economy.

RIM's fundamentals are sound. That's the main thing.

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