Customers have been buying Blackberry phones for years. Every day they’re using their new phones to send an email, play games, and connect to friends and family via social media. But Blackberry isn’t making enough money to provide developers with the resources, tools, and APIs they need to build new apps for the Blackberry platform. When support for the new devices ends, developers will be left with an incomplete Blackberry platform that customers will no longer be able to use.

While the once-mighty Blackberry has long been relegated to the history books, they were not the only brand to be toppled by the rise of the iPhone and Android. And while the company has been quiet on its plans, some analysts believe that Blackberry is still a viable company and might even be a good investment at this point.

When it comes to the smartphone industry, BlackBerry is a company that everybody loves to hate. It’s not because the company is bad at what it does, but because it is the underdog that always comes out on top.

What is Blackberry?

Blackberry is one of the most significant and successful Canadian technology companies, having created their operating system, BlackBerry OS, and going on to establish themselves as a dominant player in the smartphone industry. In 2013, that dominance led to a RIM-manufactured operating system being used in over 80% of all smartphones worldwide. Now, however, the company is being dragged down by its own mistakes and changing markets. The latest one was its decision to discontinue support for older versions of its operating system.

So, why Blackberry Ended Support for Their Devices?

Blackberry was once a respectable player in the smartphone game, but its recent demise is a lesson in business and marketing. Blackberry had no reason to continue supporting its own devices as a phone company. When looking at the company’s next step, a new phone model and target niche, it became clear to them that they would not have a large audience.

It’s been a long, hard road for Blackberry users, and the company has officially ended its support for their devices. After releasing the Priv, the company was finally starting to see some decent traction for the company, and it looked like their fate was secured. Then, out of nowhere, the company announced that it was going to phase out its hardware division and focus exclusively on software and services. This left many Blackberry users shocked—especially as it was around the time that the company was finally making some headway with the Priv.

The once-mighty Blackberry finally announced it was all but discontinuing production of its mobile devices. But why?

The company had been through a lot. Its stock price had been plummeting for years and had recently dropped below $1 per share. The majority of the smartphone market had abandoned its BB10 operating system, and its software offerings were now being offered by other companies. Its BlackBerry Messenger (BBM) was losing users. Its newsfeed was not keeping up with the latest social media trends, and it had trouble competing with Apple’s Siri and Google Now.

According to recent reports, wireless carriers will no longer offer the Blackberry operating system on their devices. This decision is a result of Google’s acquisition of Blackberry’s Canadian hardware and software development licensee and the resulting need to cut costs that have resulted in a shift in the market.

BlackBerry issued a notification to its users this month, stating that it would no longer support the BlackBerry 10 OS or BlackBerry OS 10 on the Priv and DTEK50 smartphones. The reason for this is a shift in focus for the company, where it is now shifting its resources to the newly released BlackBerry Q10, the BlackBerry Classic, the BlackBerry Passport, and their platform-agnostic PlayBook tablet. The company has also announced that it will no longer accept new BlackBerry 10 smartphone orders.

The last major Blackberry device, the Q20, was a surprise to many. In 2016, the company told us they were discontinuing the Q10, Q5, and Q10+ entirely, but Q20 sales were so strong they kept them around. Why? Probably because they were selling an awful lot of them. Unfortunately, that increase in volume did not translate into the same increase in profit margins.