BlackBerry is on the ropes. Once the darling of the smartphone world, these days the company has been long displaced by upstarts like Apple and Google. The new BlackBerry Priv won't change that, but it's aimed at bringing the BlackBerry brand back into the limelight. And for BlackBerry apostates and the physical keyboard-curious, it'll have to. Dalliances with the Amazon app store's subset of the Android ecosystem failed to light a fire for BlackBerry, so there's a chance this might be the last gasp for the storied smartphone manufacturer.