Apple's new iPhone 5 could scuttle RIM's efforts to recover from a years-long decline, a financial analyst has said, as a brand survey finds RIM's BlackBerry is plummeting in global reputation.

We view the iPhone 5 launch ahead of BlackBerry 10 devices as a major blow to RIM’s potential recovery in 2013, given our checks indicate strong demand for the iPhone 5 from consumers and enterprises switching from BlackBerry devices,” Michael Walkley of Canaccord Genuity wrote in a client note, as quoted at IT World Canada.

Meanwhile, the BlackBerry has plummeted to near the bottom in the latest rankings of global brands by an international consultancy.

Interbrand said Tuesday in its latest report that BlackBerry is now 93rd on its list of 100 most valuable global brands, down from 56th in 2011.

STORY CONTINUES BELOW SLIDESHOW

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  • Amazon

    Brand value: $18.6 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Nokia

    Brand value: $21 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Oracle

    Brand value: $22.1 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Louis Vuitton

    Brand value: $23.6 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Gillette

    Brand value: $24.9 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • HP

    Brand value: $26.1 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Cisco

    Brand value: $27.2 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Disney

    Brand value: $27.4 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • BMW

    Brand value: $29 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Mercedes-Benz

    Brand value: $30.1 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Toyota

    Brand value: $30.3 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Samsung

    Brand value: $32.9 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Intel

    Brand value: $39.4 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • McDonald's

    Brand value: $40 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • GE

    Brand value: $43.7 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Microsoft

    Brand value: $57.8 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Google

    Brand value: $69.7 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • IBM

    Brand value: $75.5 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Apple

    Brand value: $76.6 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

  • Coca-Cola

    Brand value: $77.8 billion Source: <a href="http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx">Interbrand</a>

The top three spots on Interbrand's Best Global Brands report for 2012 are held by Coca-Cola, Apple and IBM.

Both Coca-Cola and IBM were unchanged from the positions they held in 2011, while Apple jumped to No. 2 from No. 8 "thanks to stellar sales in both developed and emerging markets,'' Interbrand said in a release.

The big drop by Blackberry followed a drop last year to 56 spot from 54 in 2010. BlackBerry placed 63rd in 2009.

Interbrand noted that BlackBerry shipments are down 41 per cent in the past year and the brand's market share now stands at 4.8 per cent globally, compared with 11.5 per cent a year ago.

PHOTOS: A FIRST LOOK AT THE BLACKBERRY 10

"In order to survive, the brand must clearly demonstrate its relevance and value in today's crowded smartphone market,'' said Alfred DuPuy, managing director, Interbrand Canada.

"If BlackBerry can deliver a truly innovative experience designed for today's mobile professional, it will send the message that the brand is committed to the B2B market on which it had originally built its success.''

Research In Motion has been plagued by product launches that have received only tepid responses and has faced delays in bringing products such as BlackBerry 10 to market.

Canadian billionaire Terry Matthews, who founded or co-founded numerous companies including Mitel and Newbridge Networks, had his own advice to give to RIM. He told Bloomberg News the company should find a strategic partner to help fund the company's efforts at a comeback.

Partnering is an incredibly important part of the DNA of a company,” Matthews said.

Though he declined speculate on persistent rumours that Microsoft would make a great fit with RIM, he did note that "they have a good partner program and mutual respect."

-- With files from The Canadian Press

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  • Blackberry PlayBook Flops, Prices Slashed

    The PlayBook tablet, which was the BlackBerry maker's answer to the iPad, went on sale in April 2011. Since then, <a href="http://www.huffingtonpost.com/2012/01/03/blackberry-playbook-price-rim_n_1181167.html" target="_hplink">RIM has lost $485 million</a> on unsold units. At the beginning of January, <a href="http://www.huffingtonpost.com/2012/01/03/blackberry-playbook-price-rim_n_1181167.html" target="_hplink">RIM slashed the price of all models</a> of its tablet to $299. The special pricing will last until February 4. PlayBooks, which come in 16, 32 and 64 gigabyte models, typically retail for $499, $599 and $699, respectively, <a href="http://news.cnet.com/8301-1001_3-57351162-92/blackberry-playbook-price-now-$299-for-all-models/" target="_hplink">according to CNET</a>. In November, RIM temporarily <a href="http://www.huffingtonpost.com/2011/11/22/blackberry-playbook-price-drop_n_1107941.html" target="_hplink">slashed the price</a> of the 16GB version of the tablet to $199 at certain retail locations.

  • Network Outages

    In October, BlackBerry <a href="http://www.huffingtonpost.com/2011/10/13/blackberry-outage-2011-rim-says-services-returning_n_1008596.html" target="_hplink">suffered an outage that affected</a> many of its then 70-million worldwide users, leaving some of its customers in Asia, Europe, Latin American and Africa without service for as many as three days. Some users in the U.S. were affected, but not for as long a period.

  • Drunk Execs Disrupt International Flight

    In December, two RIM executives were fired after a flight they were on was forced to be diverted because the pair's "drunken rowdiness," <a href="http://www.huffingtonpost.com/2011/12/02/two-men-face-hefty-fine-a_0_n_1125214.html" target="_hplink">the AP reports</a>.

  • BlackBerry 10 Platform Delayed

    Research in Motion announced in December 2011 that its highly anticipated BlackBerry 10 platform won't be available until the end of 2012. <a href="http://www.huffingtonpost.com/2011/12/16/blackberry-10-phones-rim_n_1153314.html" target="_hplink">According to the AP</a>, the company claims the holdup is because the chipset needed for the phones running the platform won't be available until the middle of this year.

  • Stock Slides In 2011

    In 2011, <a href="http://www.dailyfinance.com/quote/nasdaq/research-in-motion-limited-usa/rimm" target="_hplink">RIM's stock</a> dropped <a href="http://www.huffingtonpost.com/2012/01/23/rim-ceos-jim-balsillie-mike-lazaridis_n_1222605.html#s629929&title=Lessien" target="_hplink">a massive 75 percent</a>.

  • Falling U.S. Market Share

    In less than a year, RIM's share of the U.S. smartphone market <a href="http://www.huffingtonpost.com/2012/01/23/rim-ceos-jim-balsillie-mike-lazaridis_n_1222605.html#s629929&title=Lessien" target="_hplink">dropped by almost 50 percent</a>, from <a href="http://www.comscore.com/Press_Events/Press_Releases/2011/3/comScore_Reports_January_2011_U.S._Mobile_Subscriber_Market_Share" target="_hplink">30.4 percent</a> in January 2011 to <a href="http://www.comscore.com/Press_Events/Press_Releases/2011/12/comScore_Reports_November_2011_U.S._Mobile_Subscriber_Market_Share" target="_hplink">16.6 percent</a> in November 2011. In 2009, <a href="http://www.huffingtonpost.com/2011/12/16/blackberry-10-phones-rim_n_1153314.html" target="_hplink">RIM controlled 44 percent</a> of the US smartphone market. (Pictured above is the HTC Desire HD Android, which runs on Google's much more popular Android platform.)

  • Investors Urge Company Sell Itself

    A nearly 75 percent drop in stock price in 2011 did not please investors. At the end of 2011, Jaguar Financial Corp, <a href="http://www.huffingtonpost.ca/2012/01/03/balsillie-lazaridis-rim-research-in-motion-jaguar-financial_n_1180885.html" target="_hplink">one of the largest investors</a> in RIM, called "for substantial corporate governance change and for a sale of RIM, whether as a whole or as separate parts." Vic Alboini, the chief executive of Jaguar Financial, <a href="http://www.bbc.co.uk/news/business-16393180" target="_hplink">told the BBC earlier this month</a> that RIM has "lost it." "The party is over, we believe, in terms of trying to design that cool, tech savvy smartphone," he said. "Microsoft has over $50 billion in cash, RIM has $1.5 billion. There is no way they'll be able to compete."

  • Exploding BlackBerry

    The family of 11-year-old Kian McCreath of Coventry, U.K., gave RIM some of its worst publicity in 2012, telling the media the boy was burned and left with permanent scarring when his BlackBerry Curve 9320 exploded. Although cell phones that are left to charge too long are known to explode, for RIM the news represented a horrible publicity disaster that came just weeks ahead of the launch of its BlackBerry 10.

A FIRST LOOK AT THE BLACKBERRY 10

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  • BlackBerry 10 First Look

    In email, when you select a message, it swoops in from the side.

  • BlackBerry 10 Preview

    A look at the "Glance" view on attachments in email.

  • BlackBerry 10 Preview

    A look at the new touchscreen keyboard, with predictions of what word you are going to type next. Hold down the letter and swipe up briefly to choose that word.

  • BlackBerry 10 Preview

    Another look at the predictive keyboard.

  • BlackBerry 10 Preview

    The phone call screen. Swipe up to dismiss, down to answer.

  • BlackBerry 10 Preview

    The phone call screen.