In 2008, BlackBerry launched a bold commercial—dramatically smashing an apple to symbolize their superiority over Apple. It was a direct challenge, meant to send a clear message: BlackBerry was the better choice. But the market had other plans. While BlackBerry clung to keyboards and corporate users, Apple’s iPhone reshaped the entire industry. The touchscreen revolution was unstoppable. In the end, the company that tried to crush the apple was crushed by it. A lesson in underestimating innovati

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