BlackBerry
Z30

The Z30 was launched as a follow-up to the BlackBerry Z10. It featured some significant improvements compared to its predecessor, with a larger five-inch touchscreen with 720p resolution. Updates included, quad-core graphics, vastly improved speakers and microphones and an integrated battery. Many competitors had utilised the integrated battery design approach as it allowed for a larger capacity to be included. BlackBerry was initially resistant to adopting this industry trend, as swapping batteries whilst on the move was seen as a competitive advantage and differentiator for the Z10.  The proprietary operating system, BlackBerry 10, was vastly improved on the Z30, however it was too little too late. To clear through the vast quantities of the Z10 stock, it was heavily discounted. Because of this, for many operators the Z30 was dead on arrival. BlackBerry was forced to significantly lower the Z30 price with various incentives given to operators to range it. Sadly for BlackBerry few gambled on the Z30 and sales were lacklustre.   For the avid BlackBerry fan the Z30 was arguably the best touchscreen BlackBerry ever made. The large screen, coupled with a tactile fit and finish gave it a cult status amongst BlackBerry aficionados. Typing on the Z30’s touchscreen was an absolute joy. BlackBerry 10's keyboard optimisations married perfectly with the Z30's large screen.  Due to the failure of the Z10 and Z30, BlackBerry executives were split on the form factor direction to adopt. Despite the external market demonstrating touchscreen was the de facto form factor, executives believed that marrying touch and the famous QWERTY keyboard was the way to go. This led to future devices like the BlackBerry Passport, Classic Q20 and ultimately the Android-powered Priv.