Blackberry has been on the top of the telecommunications industry when they began introducing their phones. The BlackBerry phones stood out because of their QWERTY feature and its business-focused design. However, they had hit a big wall when touch screen smartphones were introduced to the market.

According to the CEO of the Canadian company, John Chen, the company might quit the smartphone industry altogether because of the minimal traction that they are getting on their new releases.

BlackBerry has just released the Blackberry Passport, their most unusual offering yet. The BlackBerry Passport is square-shaped smartphone that aimed to maintain the brand's signature QWERTY design to integrate with current smartphone features.

Gizmodo reported that the BlackBerry Passport is the first BB smartphone that has a quad-core CPU. It also has outstanding features like the BlackBerry Assistant, comparable to Cortana and Siri. The smartphone is also Android-based which makes it all the more accessible to the user. It is a mix of smartphone and computer use as it allows users to check incoming calls, texts and other business-related activities like e-mail via the new BlackBerry Blend.

Even though BlackBerry Passport has been an impressive product, it still did not reach marketing expectations as the company hoped it would.

Chen said he is willing to create and implement a new plan for the company to bring back profits even if that would mean quitting the smartphone industry. He added that they could not keep on creating smartphones that nobody wants. It "wouldn't be right," he said.

The CEO also stated that with their change of direction, the company can expect a financial rebound around the end of March 2016.

On the other hand, BlackBerry might just focus on their software business and realign their target market to the corporate and business level instead of offering general-user products.