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BlackBerry’s efforts to turn itself around were made public earlier this year in January, when the company announced its new BlackBerry 10 platform as well as the Z10 and Q10 smartphones. It also recently launched the Q5 smartphone, a mid-range BB10 powered device with a full QWERTY keyboard and a touchscreen. The company recently announced its quarterly results, both profits and device shipments were below analysts’ estimates. Since the results BlackBerry’s shares have dipped 28 percent, the biggest decline since 2000. Analysts now believe that this is about as bad as it can get, leaving many to wonder what the future holds for the once mighty BlackBerry.

John Sculley was the CEO of Apple from 1983 to 1993, he has been a dedicated BlackBerry user for a long time and currently has the Q10. He believes that BB10 is a well designed OS, but thinks that the company needs to dramatically change its strategy. Bloomberg cites him saying that BlackBerry can come back “if they drop hardware” and instead focus on secure messaging. He believes that the clock is running on BlackBerry, and that the company can position itself like a premium brand such as BMW. On the other hand the company says it will release multiple devices this year, including a new flagship possibly called A10.

Filed in General. Read more about BlackBerry and BlackBerry 10.

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