BlackBerry Priv price cut is here: too little, too late?
BlackBerry really had the chance to do something interesting with the Android-running Priv – and to a certain extent, it really did: the phone delivers hardware QWERTY keyboard fans one of their few modern options, it helps bridge worlds between BlackBerry’s enterprise users and the rich Android ecosystem, and it enhances Android’s existing security measures. If only it weren’t for the phone’s almost ridiculous launch price: rather than attempt to draw in curious users with a price tag that said, “come on, take a chance on me,” BlackBerry instead priced the phone at the super-premium $700 level. Now BlackBerry is slowly starting to do something about that, announcing a permanent price cut for the Priv.
Back in February we told you about a deal that not only brought you the Priv for $650, a $50 reduction from its regular price, but threw in $100 worth of accessories. That offer’s long over, and while we can’t help you out with any free accessories this time around, the $50 price cut is back -and for good now- bringing the Priv’s purchase price down to $650. And all it took was five months.
Internationally, pricing will hit just about 730 EUR or 530 GBP.
After waiting that long, were we expecting a more substantial price cut? Well, maybe not expecting, knowing BlackBerry as well as we do, but a steeper discount certainly would have been the sensible option, especially as BlackBerry struggles to make money from hardware. At $550 or so, the Priv might make an attractive alternative to some of this spring’s new Android flagships, but with a price that’s still one usually reserved for the latest and greatest phones, the Priv feels like a smartphone that’s still trying to fit in with a crowd that’s not its own.
We’ll be curious to see if this price cut helps spur on sales any, but we’re not feeling too optimistic right now.