Like rotary dials, landlines, and flip phones, the BlackBerry smartphone has become something of a technological relic. Once the ubiquitous accessory of businesspeople and tech fanatics alike, the BlackBerry phone has experienced a steep drop in sales in recent years. Now, The Guardian reports, BlackBerry has announced that it will quit designing new phones altogether.
That doesn’t mean BlackBerry is throwing in the towel—or even that it will no longer sell phones. The company recognizes it can no longer compete with smartphone companies like Samsung and Apple, and plans to focus on building software instead of hardware. They will outsource the development of new phones to partners but, according to CNN, will retain the signature “look and feel” of their classic phone. That means, if you’re still clinging to your tiny BlackBerry keyboard, and struggling to wrap your mind around lightning ports and lost headphone jacks, BlackBerry has got you covered for the foreseeable future.
The company is explicitly shifting its efforts from hardware to software development as a money-saving strategy. BlackBerry executive chairman and chief executive officer John Chen believes this renewed focus will help the company become competitive once again.
“We are focusing on software development, including security and applications,” Chen told The Guardian. “This allows us to reduce capital requirements and enhance return on invested capital.”