Kardashian's popularity may help the company turnaround, however, Blackberry CEO John Chen himself said at a APEC CEO tech summit in Beijing "I'm not bringing celebrities on board," after being asked about the 33-year old reality TV star seemingly endorsing the brand.
"It's not that it's a waste of money but a question of where you should spend the money today"
Chen stresses that what the company focuses on right now is investing in next generation technology. "We do that first," he said.
Kim Kardashian's popularity might help the still struggling brand to make a huge comeback, but BlackBerry isn't putting celebrity endorsement on the top of their list.
Currently the company draws its attentions on growth, security, privacy for business and government clients.
The company hasn't ruled out a return to the consumer market, but it's not in their plans as of the moment.
"I say, 'Never say never,'" Chen said.
"You might see us come back strong in the consumer side but a few things have to happen first. We have to make sure the base business is solid."
