If you’re following RIM’s newest BlackBerry Torch 9800 then you’ll remember when RIM co-CEO Mike Lazaridis said “this is one of the most significant launches in RIM’s history”. You’re also probably hearing about its mixed reviews. There no official word from RIM or AT&T about actual sales numbers but some analysts are saying it’s getting “underwhelming” sales. Today RBC Capital Markets analysts Stifel Nicolaus has pegged the number Torch sales to be around 150,000. One possible reason for slow sales is that customers are holding off getting the device and waiting until the new BlackBerry 6 OS is officially released and putting it on their current device.
The current cost for the Torch is $199.99 on a 2-year through AT&T, so this is what we could expect to pay on a 3-year contract when it launches in Canada with TELUS, Rogers, Bell and Virgin. Another possible sign of poor sales is that retailers Amazon and Wirefly have already discounted the Torch price to $99.99 on a 2-year contract. Research firm iSuppli estimated the total cost to build one BlackBerry Torch 9800 is $183 USD (parts are $171 plus $12 for manufacturing).
