For years now, from a consumer standpoint, BlackBerry seem to have not been doing as well as they should have. The launch of BB10, to me, was suppose to rejuvenate BlackBerry, their true loyal fans and gain new fans.
I'm not sure of the volume of sales, in relation to BB10, but alas, BlackBerry looked to still be losing market share.
Over the past 3 years or so, with the rapid rise of Apple\iOS & Android, the lack of apps, seemed to have been a big issue with BB10. Your more advanced users, were able to follow steps to load\side load Google Play shop onto BB10 devices. That in itself helped with what everyone was calling, "the app gap". Even with the release of the BlackBerry Passport, BlackBerry didn't seem to be making the consumer traction they wanted.
Just my opinion...
Use the #WeAreBlackBerry and #BBEThoughts