BlackBerry Q5 was already launched. Analysts said that the device would allow the company to succeed in impressing the demographic that it wanted to reach: the youth market.

BlackBerry's attack at gaining various segments of the smartphone market involved Q5, Q10 and Z10. The Z10 was the company's entry into the established and modern smartphone market. The Q10 was meant to appeal to enthusiasts of BlackBerry, normally those who utilize their mobile phones for business. Subsequently, Q5 was aimed at the younger smartphone users.

The Q5, together with the Z10, represented the company's attempt to steal Samsung and Apple's younger users. BlackBerry's current line up was installed with the BlackBerry 10. BlackBerry 10 is the company's proprietary mobile operating system.

However, Ewan Spence of Forbes said that Q5 was not likely to steal away users of iPhone and Samsung. He said that the phone would be used by consumers on a budget in the corporate environment. "Too much function, not enough fashion," Spence said when he described the phone.

Experts said that BlackBerry must work on better phones so that it could increase its earnings. The company reported a US$3.1 billion earnings in the first quarter. The figure was up 15% from the previous quarter's US$2.7 billion earnings. BlackBerry shipped only 6.8 million smartphones and 100,000 tablets that made the company plunge down the list of the most profitable handset companies.