Retro BlackBerry makes comeback as US Gen Z ditches smartphones for digital detox

Although the Canadian company ended support for its classic devices in 2022, some BlackBerry models are regaining popularity among teenagers and young adults, who embrace them as "dumbphones" for their simplicity and nostalgic appeal, according to the New York Post.

On TikTok, hashtags like #BlackBerry and #flipphone have attracted millions of views. Users post videos of themselves unboxing old phones, decorating them with rhinestones and charms, and relishing the tactile satisfaction of physical keyboards.

TikTok creator @notchonnie, known for her retro tech collection, drew over 4 million views for a video showing off her white BlackBerry Classic. "Is it practical? No. Is it fun to me? Yes," she wrote.

Another user, @shozi_055, went viral with a clip unboxing a BlackBerry and wrote: "My phone addiction is getting way too out of hand, I’m trying to take my life back."

A BlackBerry model with physical keyboard. Photo from Unsplash

The trend reflects a growing push for a "digital detox." "The smartphone is not a source of enjoyment anymore," Pascal Forget, a tech columnist in Montreal,Canada, told CBC News. "It used to be fun, but now [people are] addicted to it, so they want to go back to simpler times using a simpler device."

A 2024 survey by U.K.-based think tank More In Common found that nearly two-thirds of British Gen Z respondents believe social media causes more harm than good. Half said they wished they had spent less time on their phones growing up, according to the Mirror. Meanwhile, a 2024 study by the Pew Research Center reported that nearly half of U.S. teenagers are online "almost constantly," up from 24% a decade earlier.

BlackBerry was once a global smartphone leader. Launched in 1999, the brand peaked in the early 2000s, capturing over 50% of the U.S. smartphone market and 20% globally, according to Fast Company magazine. It was known for secure messaging and its physical keyboard, but it fell out of favor with the rise of touchscreen phones.

Still, the phone’s legacy lives on. For some Gen Z users, owning a BlackBerry fulfills a childhood dream. "I’m gonna buy it just because it was a childhood dream to own it," one commenter wrote.

Compared to modern smartphones, which can cost over US$1,000 and require monthly data plans of up to $70, refurbished BlackBerry models are relatively affordable at just a few hundred dollars.

Others say the shift away from smartphones has helped them reconnect with friends and family, explore offline hobbies, and improve their work-life balance.