The San Francisco based startup Secret (that was founded by two former Google and Square employees) is getting tons of attention, followers and fans. In short, you can write anything that's on your mind, add photos or colors to the background and customize this content while being able to share it, free of judgment, and without attaching any of your personal information or profile to it.
Too many people at RIM thought, and still think to this day, that a Blackberry was about security in communications and a whole host of other features and benefits. This is a classic case of looking at a product from an engineering standpoint rather than a psychological one. Unlike RIM, Steve Jobs era Apple has always understood exactly what people are buying.