The Canadian company partnered with the singer-songwriter in
The relationship between it and
The Z10 was Blackberry's first fully touch-screen phone but proved unpopular with customers who preferred to hold onto earlier models with their easy-to-use keyboards. And even the glamour of a worldwide popstar was not enough to tempt people to flock to the new model.
In a statement Blackberry thanked
“We thank Alicia for her many contributions including providing creative direction for the
BlackBerry, which once dominated the corporate smartphone arena, has struggled in recent years to stop rapid market share losses to the likes of Apple and Samsung.
In September, the smartphone maker announced it would slash 4,500 jobs worldwide in a desperate attempt to cut costs. And in December, reported a loss of £2.7bn (
The company is retreating from the consumer market to focus on businesses, governments and other large organisations.
BlackBerry: £2.7bn Loss As Revenue Plunges
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