Not so long ago Blackberry made phones that set the bar. They were avatars of serious cool among the power set, a visible token that you had arrived. Then came the iPhone, and there went Blackberry’s cachet.
Now Blackberry is back with a two smartphone phones running a new operating system — both the phones and the OS are dubbed “10.” The rebooted line is a gambit — some think Blackberry’s last — to recapture the cool.
The Z10, released in the United States in March, was an attempt to join ‘em: it’s a full screen, multi-touch rectangle with a pop-up, software keyboard — sound familiar? But the Q10, due in the U.S. at the end of May, is a spit-in-your-eye attempt to beat ‘em: An unapologetic central feature is a physical keyboard, and this defining Blackberry touch makes the device an intentional outlier in the smartphone world.
Some smartphones coming to the market are more like small tablets than phones. Some have more apps, like the iPhone. But all have access to a plethora of streaming content, e-books, games, cloud storage, push e-mail and browsers that “undesign” web pages, making them easier to read.
One has a keyboard. This feature is not a pander to the Blackberry faithful or a half-hearted attempt to get back to some company roots. Blackberry has made the hardware keyboard essential again. The Q10 is at the same time different, familiar, exciting, comfortable. The key is the keyboard.