In 1998, RIM launched the BlackBerry. A year later, the second version got a full keyboard. Apparently, that was the feature users had been waiting for. Demand for the BlackBerry 850 soared. By 2004, RIM had acquired 1 million subscribers and only three years later surpassed the 10 million mark. In 2007, RIM celebrated its 12 millionth subscriber and generated $1.67 billion in revenues. The same year, Apple launched its iPhone, featuring a touch screen and better web browsing. In 2008, RIM tried to match the new competitor. However, the new handset, its software, and the available applications all failed to excite critics and customers.