You gotta love BlackBerry CEO Thorsten Heins' attitude. Since he took over the reigns as CEO of the company formally known as RIM, the message he and his team have put out in the public has pretty much always been on point.
This morning, tech blogs all over the world are buzzing about an article the AFR released late last night about an interview from last week with the BlackBerry CEO. In this interview, Thorsten Heins spoke about extensively about what BlackBerry needs to do as company to ensure this turnaround is a success. He pretty much covered the same things he's said before.
No one really cares about all that, but instead everyone is focusing on the huge smack talk laid down by Heins when speaking about the other fruit company, Apple.
"Apple did a fantastic job in bringing touch devices to market... They did a fantastic job with the user interface, they are a design icon. There is a reason why they were so successful, and we actually have to admit this and respect that," said Heins.
He then added, "History repeats itself again I guess ... the rate of innovation is so high in our industry that if you don’t innovate at that speed you can be replaced pretty quickly. The user interface on the iPhone, with all due respect for what this invention was all about is now five years old."
Wait, that wasn't even that bad. He used the words with "all due respect." That's no diss. It's just plain and simply accurate.
Apple's iOS has been the brunt of criticism from all over for the past couple of years because of what's definitely a case of marketing over innovation. As much BlackBerry may say they don't need to go head to head against Apple right off the bat, the truth is since people will have to choose whether to get an iPhone or BlackBerry 10 device at some point in time, then yeah, they're definitely competition.
It's not delusional to suggest that a company that has changed the look or functionality of their OS in almost 6 years is looking a tad bit dated. BlackBerry went through a worse "dated" phase and look how much that's changed. Australia has been known to be an iPhone stronghold, so even a respectful jab at Apple can be considered pretty bold.
Either way, Thorsten Heins has turend into a PR superstar. He knows how to say the right things with the right tone, and has demonstrated it over the past year. Keep it up, Thor!