bb-passport-whiteWhile BlackBerry might not necessarily be equated with being cool these days, there was a point in time when their handsets were selling like hotcakes, largely thanks to its keyboard design which was surprisingly comfortable to use despite its size, and the fact that BBM offered a form of exclusiveness that other platforms could not get in on.


However these days it’s an entirely different story but it seems that the company is working on bringing “cool” back. Speaking at the Milken Institute Global Conference, BlackBerry’s CEO John Chen revealed that the company has “something brewing” that would allow them to make the next “cool” phone.

Speaking to CNBC, Chen was quoted as saying, “I’m not at liberty to tell you what we’re doing beyond the Amazon apps, but we’re working hard at it … something [is] brewing. It’s really about creating the next cool phones, so to speak. It will evolve. There are opportunities to regain the market share.”

That being said the company is currently focusing more on the enterprise market and working on improving its security features, so we have to wonder what exactly does the company have up their sleeves that would make the general population start viewing them as being “cool” once again. Not to mention they’d have to deal with the likes of flagships from both Samsung and Apple, both of which are currently dominating the consumer market. In any case it should be pretty exciting so stay tuned for more updates in the future.

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