They have come to the understanding that, "Maybe we can't keep up with Apple in the consumer market, but we're still holding up the business world, why don't we capitalize on that"; which is exactly what they are doing. With their new product the "Passport" which was announced earlier this week, they have created a device that is is targeted to people in the business world. They have adapted their business model to suit their target audience, rather than fighting to hold a weak position in the consumer market.
Another huge asset that BB has, that many others are unaware of, is their secure network that is completely "off the grid". Any sensitive information is inaccessible to the outside world for hackers to obtain. Apple boasts about their security, yet hundreds of celebrities icloud accounts were hacked simultaneously earlier this month, while their private information was published to the web.
On top of that Apples new "IOS 8" operating system has had major issues, and the latest iphone has had several reports of bending in peoples pockets. Blackberry has a window to capitalize on the mistakes of apple , but its closing. Remember when Samsung mocked apple during the iphone 5 release, for their gimmicky marketing tactics, when Samsung introduced the Galaxy s3? That campaign alone allowed them to steal a huge market share from Apple .
I strongly believe BBRY's next report will be in the green. There is no reason why the Passport should flop, unless there is a catastrophic failure that has yet to be found, which is unlikely. By narrowing their target audience, they can focus their expenses, and maximize profits by wining over a particular market share. Making their product exclusive, it will inevitably become a desired product.