When BlackBerry, then known as Research In Motion, unveiled the P’9981 in collaboration with Porsche Design in October 2011, many people laughed. While non-billionaires aren’t really the target market for a phone with a £1250 price tag, most of us felt free to laugh at a Bold 9900 with a new software theme (on top of BlackBerry 7) and a metallic curve-phobic body that appeared capable of cutting through a steak. With the Z10 and Q10, it is evident that BlackBerry has changed and is capable of making phones that aren’t painful to use once again, and many of us assumed that the P’9981 and its ridiculous apostrophe had gone forever.
How wrong we were.
Around 19 months after the original stainless steel-based model first graced our eyes, Porsche Design is churning out a limited run of 25 gold P’9981’s. Even though the hardware was outdated back in 2011 nothing has changed inside at all, meaning that you (or your local Porsche-mad billionaire) will have the same 2.8″ 640 x 480 display, 1.2GHz processor, 1230mAh battery, 8GB of microSD-expandable storage and BlackBerry 7, which The Verge‘s Vlad Savov hailed as “Windows 98 for your phone”, with the only change being the higher degree of exclusivity thanks to the 24 carat gold coating over the titanium coating over the stainless steel body. Still interested? The gold P’9981 will be out in June for an as yet unconfirmed price (surely significantly north of the original £1250) that is sure to mean absolutely nothing to the target market.