BlackBerry is between a rock and a hard place right now. Today the company revealed its new Z10 model in hopes of once again becoming a viable opponent in the smartphone race, announced Alicia Keys as its “Global Creative Director,” and changed its company name from RIMM to BlackBerry.
For users hoping to no longer be embarrassed by pulling out a BlackBerry in front of iPhone and Android supporters, the new device can (hopefully) ease that pain. But in all honesty, there's still the strong possibility that committing to the struggling smartphone isn't a sure bet, and in the last several years technology has moved so fast that BlackBerry may be too far behind to catch up.
Yes, adding Keys to the equation makes things interesting, but should a company put all of its faith in her? We'll have to wait and see, but after looking in our iPhone Magic 8-Ball app, we've come up with some reasons why the Z10 might want to keep cookin' in the oven for a little while longer.
Peep ‘em below.