NEW YORK (TheStreet) -- "Don't hate the player, hate the game" has become one of the most popular quotes to have surfaced over the past couple of years. As best as I can put it, it means regardless of any outcome, don't blame the parties involved, condemn the system. To that end, I believe BlackBerry (BBRY) investors, many of which have chronically blamed the market for the company's failures, have taken this reference to a whole new level. But it can't continue.
Recently, Bert Nordberg, who sits on BlackBerry's board of directors, offered a glimpse into what management is thinking about the company's future. In a recent conversation with The Wall Street Journal, Nordberg, who, in my opinion, has had a "decent" pulse on this company, described BlackBerry's potential as a niche player in the smartphones market.
Essentially, Nordberg is conceding the mobile device market to Apple (AAPL) and Samsung. In a stunning example of lowering expectations, Nordberg said:
"I think BlackBerry is able to survive as a niche company. But being a niche company means deciding to be a niche company. Historically, BlackBerry has had larger ambitions. But battling giants like Apple, Google (GOOG) and Samsung is tough."
First and foremost: I appreciate Nordberg's bluntness and admitting that the company is no longer relevant in device sales. While the Street has long realized this, BlackBerry's "non-compete" position has been something that many BlackBerry investors have refused embrace. Analysts will scour for more details when the company releases fiscal second-quarter earnings Sept. 27. But what's the point?