They couldn't grow the Consumer sales: Even if their success came from Enterprise, they did have a place in the consumer marketplace. But they couldn't grow it. The reasons are that their devices looked ugly compared to iPhones and many android devices (HTC builds very nice phones) and nobody thought of BlackBerry as a cool phone. It was positioned as a professional tool that would give you instant access to your email but even in 2008 email wasn't cool, it was just another tool. Chat and Facebook and YouTube are cool and BlackBerry didn't do these right until it was very late.