RIM was banking on the Torch to bring BlackBerry into the new smartphone game but it looks like the new device is not the beacon the Canadian manufacturer had hoped for.
The latest estimates from market researches have put the Torch’s sales a measly 150,000 units over its debut weekend. In contrast, Apple sold over 1.7 million iPhone 4s in three days of its launch.
Granted, Apple launched the iPhone 4 in five countries versus the BlackBerry Torch’s US only debut but even taking that into account, the opening numbers of RIM’s latest flagship smartphone can only be considered as disappointing when compared to its peers.
Although neither AT&T nor RIM has confirmed the numbers, earlier investigations had shown no shortages of the BlackBerry Torch.
At launch, we reported that the there’s nothing spectacular about the BlackBerry Torch, summing that it is nothing more than a mashup between a Bold and Storm with a new OS. Looks like US consumers have come to the same consensus
Even more worrying is that RIM may not have the luxury of wider profit margins based on a iSuppli cost breakdown. Despite older hardware, the device costs a total of USD$183 (about RM580) in raw parts and assembly. On the other hand, the iPhone 4 with its Retina Display, 1GHz processor, two cameras, better camera sensor, more storage and a hardened glass chassis costs just US$5 more to make or US$188 (about RM595) in parts and manufacturing.
High on the BlackBerry Torch parts list is the $34.85 (RM110.00) LCD and touch layer. Samsung’s RAM and flash storage were next at $34.25. Marvell’s 624MHz processor cost $15 (RM47).
With 50% of existing BlackBerry owners planning to switch to iPhone and Android in their next smartphone purchase, it appears that there’s little that the Torch can do to stop the mass exodus.
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