2007年，iPhone横空出世。消费者立刻被吸引住了。苹果公司（Apple）征服了世界。不管黑莓手机那个小键盘用起来是多么让人上瘾，也不管用它发邮件和短信是多么轻松自如，但iPhone凭借灵敏的触摸屏和引人入胜的自带应用（想想Google Maps! iPhoto! Pocket Guitar!），立刻开启了一个完全不同的后黑莓世界。
Has any company in the technology sector seen higher highs and lower lows in the past decade than BlackBerry?
If you remember, BlackBerry (BBRY) -- which earlier this year changed its name from the clunkier if more poetic name of Research-in-Motion -- once ascended to great heights. Ten years ago, it traded at a modest $15 a share. Then its reputation for making top-of-the-line phones with secure, reliable messaging -- along with an early lead in the budding smartphones -- pushed its stock up, up, up.
So far up that, five years ago, the company's shares were trading around $145 a share, a tenfold increase in only five years. Bullish investors were confident the Canadian company that had created the best mobile phone ever -- well, at the time at least -- was poised to conquer the world. (RIM was once named Fortune's fastest-growing company in the U.S.) Instead smartphones got, well, smarter.
In 2007, the iPhone came. Consumers saw. And Apple (AAPL) conquered. For all the addictive allure of the bubbly BlackBerry keypad under your thumbs, and no matter how much easier it was to type emails and messages on it, the iPhone's intuitive touchscreen and the seductive apps that came with it (Google Maps! iPhoto! Pocket Guitar!) pointed to a decidedly post-BlackBerry world.
In that world, BlackBerry has struggled to find its role. And here is where the lows got pretty low. That stock price of $145 a share? It came one year after the iPhone appeared. Last year, it descended to $6 a share.
BlackBerry promised a touchscreen phone that could rival the iPhone or the many the Android phones developed by Google (GOOG) that had appeared in its wake. Delivering a new mobile OS that had bugs would be product suicide, so Blackberry perfected its efforts, even though it meant delay after delay after delay. And by the time BB10 finally arrived in recent months, many had written the company off for good.
Here's an illustration of how some investors had given up on the stock. Nine months ago, when BlackBerry's stock was trading near its recent lows, bearish investors had sold 88 million shares short, or two days its average daily volume (termed "days to cover" in Wall Street parlance). At the end of May, short interest had mounted to 171 million shares, or nine days to cover.
In that time, BlackBerry's stock has risen from $6 a share to $14 a share. Yes, that's more than double its price last fall, but consider: It's still a tenth of its price five years ago. When the firstIron Man movie came out, you could have bought this company's stock for $145 a share. And now that Iron Man 3 is in theaters, you would have a dime for every dollar you invested.
Reading headlines about the Apple vs. Samsung battle, you might think it's all over for BlackBerry. But not everyone thinks so. There remains a strong contingent of analysts and investors who think the worst days of this company are behind it. "We remain negative on BBRY and believe a turnaround to sustainable profitability based on BlackBerry 10 appears increasingly unlikely," James Faucette said in a recent note for Pacific Crest.