The brand promise of simplicity for the iPhone was further solidified by its stunning innovation. Jim Balsillie, the other co-CEO of BlackBerry, said of the iPhone in 2007, “in terms of a sort of a sea-change for BlackBerry, I would think that’s overstating it.” All emotional intensities that made BlackBerry popular over the course of the past eight years (with the possible exception of the keyboard) were voided by a single product launch that did not take eight years to blossom.
Reeling from impact