The Apple brand is one of the strongest brands in the world. Blackberry was always a bigger brand than RIM itself. Doesn't make sense to ditch an abandon a big

The Apple brand is one of the strongest brands in the world. Blackberry was always a bigger brand than RIM itself. Doesn't make sense to ditch an abandon a big brand. Another interesting case is when HP decided to spin off their PC business: they gave the HP brand to that new company.