While the name “Priv” certainly had an odd ring to it at first, it wasn’t hard to grasp its origin and implication. Short for privacy, it played on a paramount selling point of BlackBerry phones since, well, forever.
Now, the Android-powered QWERTY keyboard/touchscreen hybrid pretty much failed to substantially revive the Canadian company’s long-struggling consumer hardware business, but of course, the moniker isn’t at fault.
As such, you may have expected a brand perpetuation of sorts this year in the mid-range “Hamburg” and/or Rome. The former doesn’t look like it’ll be called Priv 2, Priv Plus or even Secu or QWERTY, instead assuming Neon identity, according to an increasingly reliable Twitter tipster.
BlackBerry Neon arguably sounds better than Priv, but it lacks any meaning, unless the device is supposed to suddenly light up the OEM’s financials. Which seems extremely unlikely, seeing as how all recent signs point to it cloning the overall unremarkable Alcatel Idol 4.
Alcatel’s own parent company, TCL, could handle Neon manufacturing, fitting the “partially” aluminum-clad 5.2-incher with a 1080p screen, Snapdragon 617 processor, 13 and 8MP cameras, as well as a 2,610 mAh battery. Oh, and that rear cover strikes us as familiar somehow. Not ugly, not very distinguished either.