BlackBerry's New Phone 'Classic' Is a Throwback to Its Heyday Will today's smartphone shoppers -- ever in pursuit of the next big thing -- be enticed by a product harkening back to the primitive devices of yore? BlackBerry hopes so.

By Geoff Weiss

Opinions expressed by Entrepreneur contributors are their own.

BlackBerry via Youtube
BlackBerry Classic

In a hyperactive smartphone market, where displays are being projected onto wrists, modular models are all the rage and manufacturers are developing cutting-edge curved screens, BlackBerry is going back to basics with its latest offering.

Today, the company launched its previously announced BlackBerry Classic -- a throwback to past models -- that also boasts a faster browser, a 3.5-inch touchscreen, 50 percent longer battery life and more apps, BlackBerry said. It is priced at $449 without a contract and ships today.

With its physical QWERTY keyboard and familiar shape (unlike last September's idiosyncratically squared Passport) the Classic harkens back to the beloved BlackBerry Bolds and Curves of yore.

Related: BlackBerry to Pay iPhone Users Up to $550 to Switch Phones

And while Kim Kardashian, who hoards discontinued Bolds on eBay, is likely rejoicing in the news, it remains to be seen whether today's smartphone shoppers, ever in pursuit of the next big thing, will be similarly enticed by the throwback-looking device.

BlackBerry also announced two new bundles for business clients, reiterating its rallying cry as a driver of corporate productivity.

The Secure Productivity bundle, priced at $6 per month, "protects mission-critical business data while offering employees seamless access to company information," BlackBerry said in a press release. The Enterprise Communicator bundle, priced at $12 per month, extends secure communications to iOS and Android devices.

Related: BlackBerry CEO: Don't Be Tempted By Trendy, Popular Phones. Buy Ours Instead.

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Innovation

4 Ways Market Leaders Use Innovation to Foster Business Growth

Forward-thinkers constantly strive to diversify and streamline their products and services, turning novelties into commodities desired by many.

Business News

JPMorgan Shuts Down Internal Message Board Comments After Employees React to Return-to-Office Mandate

Employees were given the option to leave comments about the RTO mandate with their first and last names on display — and they did not hold back.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business Process

The Best Times, Days and Months To Post on YouTube (2023)

When is the best time to post YouTube videos to maximize their effect? Discover the best time to post on YouTube in this detailed guide.

Leadership

From Elite Athletes to Tech Titans — Discover the Surprising $100-Million Habit That Leads to Extraordinary Success

Success comes from mastering focus, eliminating distractions and prioritizing what truly matters.

Business Culture

What Every Business Leader Can Learn From Dutch Bros' People-First Culture

The coffee chain is turning employees into owners of the customer experience.