BlackBerry 10: RIM has learned nothing from iPhone, apparently

As BlackBerry 10 launches, RIM chief repeatedly ignores questions in series of bizarre interviews

BlackBerry 10 launches today, but the firm's European MD adopted a bizarre strategy in promotional interviews this morning.

BlackBerry 10 launches today, and Canadian maker RIM is pinning its hopes on the launch to restore its competitiveness against Apple and Samsung. The firm's European MD, Stephen Bates, took to the airwaves this morning to talk up BlackBerry 10's chances, but his interview strategy was bizarre, to say the least.

BBC radio host Nicky Campbell asked Bates what the firm had learned from the iPhone. A slightly prickly question, but surely a deft sidestep would have done the trick? "We respect what Apple have done with the iPhone and of course we stay abreast of our competition. But we like to think BlackBerry 10 is a unique proposition because" See? Easy.

Instead, Bates clunkily ignored the question entirely, plunging headlong into some rehearsed-sounding fluff about user experience (and the 'unique proposition' bit that would have worked if he'd at least paid lip service to the question first), prompting Nicky Campbell, old pro that he is, to sense blood. Try not to wince:

Nicky Campbell: What have you learned from Apple?

Stephen Bates: So BlackBerry is a unique proposition We've got around 79 million customers who love the BlackBerry experience, so we're taking the essence of that experience and moving it forward.

NC: Have you learned anything from the iPhone?

SB: And this market is a great market. There's a change

NC: I'm just wondering, technologically, it's a pretty straight question - have you?

SB: So, BlackBerry was one of the inventors of the smartphone market, we've helped shape what the smartphone market is today

And it doesn't stop there. We've embedded the interview here:

Bates also appeared on BBC Breakfast, where he was interviewed by the friendly-seeming but astute and tenacious business interviewer Steph McGovern. McGovern didn't ask what RIM had learned from the iPhone (phew!) but she too found her questions repeatedly ignored.

After asking about the delays in bringing BlackBerry 10 to the market (Bates talked about how great the platform is), McGovern asked about RIM's decking fortunes over the past few years.

"You must admit that it's been a tough few years for you What went wrong?"

"So I'm always excited to be part of this industry. I'm proud to be part of this industry" Good for you.

"This is a really exciting industry to be in, and we're at the verge of a major change towards this mobile computing, and we think BlackBerry 10 is going to power us through the next 10 years"

And of course McGovern had to keep asking the same question until she ran out of time for the segment and finished on a joke about "We'll probably never find out what went wrong." That doesn't look good, does it? Now the whole interview is about how something went wrong with your company and how you won't talk about it, instead of being about how shiny BlackBerry 10 is.

Look, we realise you've got to accentuate the positive when you're launching a product. But not to the extent of completely ignoring the questions, which makes it look like you're barmy, and have no idea why the smartphone market changed and left you behind. It's also rude to the interviewer, although they're probably used to that.

Stay tuned for more updates on the BlackBerry 10 launch throughout the day.

See also:

Live Video: BlackBerry 10 launch

Live Feed: BlackBerry 10 launch

RIM delays BlackBerry 10, reports plummeting sales

Businesses ditch Blackberry in favour of iPhone

You can direct awkward questions at David Price on Twitter

Join the PC World newsletter!

Error: Please check your email address.

Tags BlackBerry OSBlackberryApple BusinessAppleresearch in motionMobile OSesmobile

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

David Price

Macworld U.K.
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?