BlackBerry Priv: The BlackBerry Priv’s price tag is absurd, here’s why

The BlackBerry Priv's price tag is absurd, here's why

 

Priv, BlackBerry’s first Android phone, goes on sale for $699

The World’s first BlackBerry Secure Smartphone

Powered by Android™

PRIV has the authentic BlackBerry keyboard, legendary security, streamlined communications and productivity, combined with the wide world of Google Play store apps. It has been engineered with the world’s finest technology, and packaged in an ultra-thin, ergonomically perfect device with a keyboard hidden by SmartSlide technology.

🙂 – Stunning 5.4” dual-curved screen
🙂 – Long lasting 3410 mAh battery
🙂 – Both touch and physical keyboards
🙂 – Schneider-Kreuznach® certified camera
🙂 – Extraordinary audio quality

PRIV also introduces the exclusive DTEK™ by BlackBerry warning system app to provide you with the power of privacy.

 

The BlackBerry Priv’s price tag is absurd, here’s why

BlackBerry’s first Android smartphone is set for release next month.

BlackBerry BBRY 0.70% is gearing up for the release of its first Android-powered smartphone, the BlackBerry Priv. On Wednesday night the company prematurely published a pre-order page for the device on its official Shop BlackBerry page. It was taken offline roughly an hour after it was discovered by CrackBerry.

The Priv will feature a 5.4-inch curved display, slide-out keyboard, 32 GB of storage, 18-megapixel camera and a large 3,410 milliamp-hour battery. It will not work with Verizon VZ 0.70% , Sprint S 2.69% , or U.S. Cellular (leaving AT&T T 0.22% and T-Mobile as the only two compatible wireless carriers). Looking over the spec sheet, it’s clearly a high-end device.

According to the removed page, the Priv will begin shipping on Nov. 16 and retail for $699.

You read that right, the BlackBerry Priv will sell for $699. BlackBerry CEO John Chen wasn’t lying when he said Priv was short for privilege (and privacy).

Over the course of 2015 we’ve watched as the smartphone industry—especially amongst Android manufacturers, of which BlackBerry is now one—shifted towards pricing high-end devices at more affordable prices.

BlackBerry has chosen to buck the trend and over price the make-or-break device for its hardware division.

BlackBerry Priv Review Full Specifications - What’s new

 

To put the BlackBerry Priv’s absurd price tag into perspective, here’s a short list of devices you can buy for the same amount or less:

🙂 64 GB iPhone 6S ($749)
🙂 16 GB iPhone 6S Plus ($749)
🙂 128 GB Nexus 6P ($649)
🙂 32 GB Samsung Galaxy Note 5 ($699 from T-Mobile)
🙂 64 GB Motorola Moto X Pure Edition ($499)

The above devices are made by companies that are well versed in working with their respective platforms, so the price tag can be justified.

BlackBerry, on the other hand, has zero experience with producing and maintaining an Android device at scale. Sorry, but a slide-out keyboard and curved screen simply doesn’t justify the high price.

Furthermore, during a recent appearance at the Code Mobile conference, Chen equated the Priv’s security protocol with Samsung Knox, the South Korean company’s proprietary security mechanism used in its Android devices. The admission removes yet another bullet point from the Priv’s sales pitch, since the company has long touted its services as being more secure than its competitors.

At the same conference, Chen said he’d consider shutting down BlackBerry’s hardware business if it isn’t profitable “sometime next year,” meaning 2016.

BlackBerry Priv Review Full Specifications - What’s new

 

If the pricing proves to be accurate and not simply a placeholder—and all signs indicate it is accurate—it’s time we start saying our goodbyes to BlackBerry’s hardware division.


The IDC lists BlackBerry’s smartphone market share at a measly 0.3% based on operating systems. By hitching the company’s wagon to Android, we’ll have to rely on BlackBerry releasing device sales figures to see how successful, or not the Priv is going forward.

BlackBerry did not respond to Fortune’s request for comment.