BlackBerry Torch failing to light up market, claims Goldman Sachs

It's the device no-one really knows where to place part iPhone killer, part safe next step for the BlackBerry brand.

Indeed, by pitching the BlackBerry Torch 9800 at two different markets at the same time, RIM might well be hoping its sales will double accordingly, yet it seems such diversity is actually leaving consumers a mite confused.

That's according to investment firm Goldman Sachs, with the company stating RIM's new BlackBerry is off to an "underwhelming" start in the US.

The firm's checks suggest there has only been moderate interest from consumers since the device launched on AT&T on August 12th.

Keeping it in the family

The evidence behind the claim, as it were, is Goldman's assertion that the handset has failed to sell out in all of AT&T's US stores.

What's more, it's also claimed that the majority of sales RIM has made have been to existing BlackBerry owners upgrading their handsets, suggesting it's the firm's attempt to take on iPhone that is suffering the most.

While that's not exactly good news for RIM, it's also far from conclusive, attempting to fathom an exact number of just how many handsets the firm might have sold pie in the sky.

RIM revealed the Torch with only a modicum of fanfare at the start of August, with the device the first to run BlackBerry 6 expected to launch in the UK shortly.

[source: StreetInsider]