Heins might just be bitter about the 1.15 million Playbooks that BlackBerry was able to sell in 2012. Compare that to Apple's 76 million iPads or Google's (GOOG) 52 million tablets and maybe he just feels left out, with an underwhelming 0.98% of tablet market share.
Since the first quarter of 2012 through June 1, 2013, BlackBerry has only managed to sell a measly 2.46 million Playbooks. To put this figure in perspective, BlackBerry's tablet sales over the 18 months are about 12.5% of Apple's iPad sales last quarter.
Confusion has swirled around the company this year with rumors of a "Playbook 2," and Heins was all about the great cross-integration between his company's smartphones and tablet. Now, it looks as though the tablet has already dug its own grave. With only 100,000 units sold in the first quarter of fiscal 2014 and apparently no update on the way, I'm sure this has really won over those rare BlackBerry loyalists still out there, somewhere.
I would respect Heins and BlackBerry a lot more if they'd just be honest. Instead of telling us that tablets will be dead in five years, why not just say you can't compete with Apple and Google, so you're going to stop trying and only focus on smartphones?Seriously, doesn't that sound so much better than saying something that is a complete fallacy? It would be like Vikings running back Adrian Peterson saying he's retiring from the National Football League today because he doesn't think the running game will exist five years from now. It's just ridiculous. It's not just the fact that Heins and BlackBerry are all but through with their tablet. The Playbook was never a game changer, just like these new phones likely won't be either. But don't lie about it. Just say, "Our product sucked, we couldn't take market share and we're pulling the plug." At least that would show management has some competence. Instead, Heins has left investors and the rest of Wall Street thinking that there's a boardroom full of morons (or liars) believing tablets will be a nothing but a tumbleweed in 2017. Heins was quoted as saying, "I want to gain as much market share as I can, but not by being a copycat." Well, maybe he should be just that, if he wants any chance at succeeding. At the time of publication, the author was long shares of AAPL. Follow @BretKenwell This article was written by an independent contributor, separate from TheStreet's regular news coverage.