RIM delivers what may be its best BlackBerry ever, the BlackBerry Torch, but please don't call it an iPhone killer.
The BlackBerry Torch is not an Apple iPhone killer—and that is OK. In fact, I prefer it that way. Such a label only sets up Research in Motion's newest device for failure. This touch-screen/QWERTY combo phone will not and should not fail.
Unlike the ill-conceived BlackBerry Storm, there is no ridiculous gimmick in the BlackBerry Torch. Instead, it's the product of a lot of smart, clear-headed thinking about what existing BlackBerry users—like me—want.
When RIM first showed me the Storm two years ago, I was excited, but concerned. I knew that "touch-press" would not fly. The first time I saw the BlackBerry Torch, I had the exact opposite feeling. My own Blackberry Bold 9000 seemed instantly subpar by comparison.
I remember a similar feeling when I first saw the 9000. It was a replacement for a BlackBerry Curve, which was, itself the successor to my old, fat, but beloved Palm Treo 655. When I made the move to a BlackBerry, the one thing I missed was the combination of a keyboard and touch screen. Even with the rather powerful Bold 9000, I still find myself wishing I could do something more than just watch the high-rez screen. The Torch satisfies that need.
With the BlackBerry Torch, though, I think RIM has done something far more important. This is the device that, while it won't best the iPhone 4, should drag RIM away from its perch as a provider of cheap or free smart phones. (Rim will sell the Torch 9800 for $199, by the way, with a 2-year contract). Look, it's no secret that RIM has grabbed significant market share by allowing carriers to all but give away BlackBerry Curve devices. For a time, it seemed like everyone I knew was carrying a Curve. These days, more seem to be carrying iPhones and, more disturbing for RIM, Android-based phones (the Motorola Droid, Droid X, and HTC EVO 4G).
RIM, could easily continue to fill that low-end market, but that wouldn't drive the company forward, certainly not in the face of such strong competition and the meteoric growth of the Android market.
I'm especially pleased with the changes RIM made to its platform and app business. BlackBerry has thousands of apps, but it's way, way behind Android and not even in the same universe as Apple's App Store. Being able to charge an app purchase to your AT&T account is just what the doctor ordered. RIM's new app building flexibility allows for Java and Web-based apps, with most having full access to the BlackBerry Torch's functions (universal search, multi-tasking, and calendaring). It's a smart move, and it helps put RIM—at least for app development—on a more equal footing with Apple.
RIM is not oblivious to Apple's playbook, and I loved how it quietly introduced an in-app ad program with literally no fanfare. It's simply part of what developers can do. There wasn't any special ad brand name, and there was no mention of revenue share (which doesn't mean it doesn't exist).
Some Hands On Time
I spent a little time with the phone and thought it felt and looked good. The keyboard is somewhat tinier than my Bold's—it reminded me a little of the original Palm Pre keyboard. The gesture-driven interface and smart features like the double-tap to reformat Web-page text made me smile. As I held it, I thought, "This is a phone I could use." Then someone asked me if I would give up an iPhone 4 for it.
Here's the thing: I's not sure these two phones are even in the same universe. If you don't need a physical keyboard, then I have a hard time figuring out why you wouldn't want an iPhone. However, if you're someone like me who still needs the physical keyboard, then this is certainly a contender for your affections. If you're a BlackBerry user and like the platform, I think you'll like BlackBerry OS 6—which manages to change the interface significantly, while keeping it recognizable—even more.
I know there are some who may groan over the fact that RIM chose to launch the BlackBerry Torch with AT&T. Yes, we know, AT&T has connection and coverage issues, but it's still the country's fastest mobile broadband network. Plus, as AT&T noted during the event, BlackBerry started on the AT&T network, so the fact that RIM chose them again should come as no surprise. My Bold is on AT&T. When I have connectivity, it's wonderful. When I don't—well, it's something I can't write here. Let's remember, a great network doesn't automatically translate into a great product; you only need to look back at the original Storm to remember that. Also remember that the good BlackBerrys eventually arrive on all other carriers anyway.
The RIM BlackBerry Torch and Blackberry OS 6 are the innovations RIM absolutely had to do to stay in the game. The changes to their app program were critical for future viability in an app-obsessed market. However, nothing here instantly puts RIM ahead of or even on even footing with Apple or its Android competitors. What it does is put RIM back on the path. With the BlackBerry Torch, RIM will recapture the hearts of devoted BlackBerry users, and turn the heads of those shopping around for a new QWERTY smartphone.