Ciaccia said that while BlackBerry, which announced the Z30 launch Wednesday, has had more than its fair share of troubles, its new phone won't change that. The five-inch phone doesn't offer any substantial improvements over Apple's (AAPL) iPhone 5C and 5S, or Samsung's Galaxy S4.
He added that consumers know BlackBerry continues to parade the fact that it's trying to sell itself, so potential smartphone shoppers may avoid its products for fear the company won't be around a few years from now.
Although pricing and a release date were not announced, they could be pivotal to the phone's success, Ciaccia said. He looked at the specifications of the phone, but nothing really jumped out at him. That makes pricing the key factor for consumers.He concluded that if BlackBerry fails to really make the masses say, "wow," then the Z30 will just be another phone in a crowded industry. -- Written by Bret Kenwell in Petoskey, Mich. Follow @BretKenwell