This is an interesting thought, but I think the "personality" of the device and that of the company can be very different. For example, although Apple may indeed be just what you say it is, Apple products for years had a vaguely "countercultural" image. The television ad campaign in the US that featured the hip Apple guy (can't remember the actor's name) in jeans and untucked shirt and the somewhat stuffy PC guy in an unhip beige suit helped to promote this. People had, and may still have, the idea that by buying an Apple computer they were "sticking it to the man"--that would be Microsoft.
Originally Posted by jrohland
All this imagery is absurd, of course, and in the mobile universe today Apple is as much a corporate juggernaut as Microsoft still is in desktop, but the images don't fade quickly.
Google also entered public consciousness as a very "cool" company, a workplace that did things differently, giving it a somewhat countercultural feel too. Google promotes this with its clever variations on its search page, reminding us that they are paying attention to what's going on in the world.
RIM and BB, however, have never had that. If anything, BB's legacy image is that of the corporate bigwig, a Rolex-wearing fatcat in an expensive tailored suit. I think that image hurts them now, and is a reason why RIM is the company people love to hate. It would be very helpful to RIM to change this, and I think they're trying hard to do so.