**Editor's Note: Click here for our list of February's hottest selling smartphones to see how BlackBerry's competition fared last month.**
Consumers don't seem to be taking much notice of last Friday's BlackBerry Z10 launch at AT&T, causing disappointment among market analysts.
On Monday, there was a flurry of analyst reaction to the new device's introduction, and little of it was optimistic.
For example, Goldman Sachs' Simona Jankowski reported "tepid sell-through" at AT&T and Best Buy stores. The Goldman Sachs team checked sales at more than 20 stores throughout the country and their findings do not look good for AT&T or BlackBerry. For starters, most AT&T retail outlets did not display signs announcing the Z10's arrival or use other marketing messaging, Goldman Sachs said. Most stores only had one device available, and at the far corner near the 2012 models, Jankowski said. Overall, the activity prompted Jankowski to cut her Research In Motion rating from "buy" to "neutral."
"We viewed the performance at AT&T as disappointing relative to expectations, which is the primary driver for our reducing the probability of success for BlackBerry with the BB10 launch from 30 percent previously to 20 percent," she wrote in a client memo.
The BlackBerry Z10 will hit T-Mobile USA on Wednesday and Verizon Communications on Thursday. Verizon has an exclusive on the white version of the device, so Jankowski said the company may put more marketing dollars behind the Z10 than AT&T has done.
Citigroup, meantime, changed its rating on BlackBerry to "sell" after the AT&T debut. Like Goldman Sachs, Citigroup noted limited BlackBerry Z10 signage and poor product placement, adding that few AT&T employees were even trained on the device.
Citigroup’s Jim Suva reiterates a Sell rating and a $6 price target, writing that the AT&T debut was much less successful than the initial Z10 rollout in Canada and Europe and select additional territories last month.
But at least two other firms are not quite so down on the new BlackBerry. Jefferies & Co.'s Peter Misek kept a "buy" rating and called demand "slightly better than our very modest expectations." Plus, he added, while consumer demand may not be all that high, "AT&T Business is seeing significant interest and could account for a meaningful portion of demand."
Another analyst, Shaw Wu at Sterne Agee, said, "It remains to be seen if BB10 can regain broader acceptance against iOS and Android."
And that's the struggle BlackBerry continues to face. While the company's smartphones piloted businesses into the messaging era, Apple and Android devices since have taken over enterprise favor – not only because of security, in Apple's case, or customization, in Android's case, but because of the number of apps available. BlackBerry has a long way to go to catch up with its rivals, who grew up quickly around it and caught the company off guard.