BlackBerry Z10, the first BlackBerry to run the new BB10 operating system, will sell millions fewer in America than predicted, it has been claimed.
Detwiler Fenton and Co, an investment research firm said consumer pre-orders for BlackBerry Z10 were "light and well below expectations.
Analyst Jeff Johnston said that the firm acknowledges that disappointing pre-order volumes do not necessarily mean device sales will ultimately fall short of expectations, the firm thinks the light volumes underscore the Z10's awareness issues and the overall competitive environment BlackBerry faces.
According to the Telegraph, Johnston compared BlackBerry's challenge to that faced by Microsoft, which in Windows Phone 8 has also well-regarded smartphone operating system, which it has heavily promoted.
It has struggled to make an impact on the dominance of the iPhone and Android.
The Z10 was introduced in Britain in early February, but has been delayed in America for testing by regulators and carriers.
The flagship device is meant to revive BlackBerry's fortunes after years of losing ground to Apple and Android manufacturers while its software stagnated.