The problem is Blackberry are so far behind in the app race it is nearly impossible to catch up. Smartphone users have spoken and essentially said they want apps and the ability to customize their phone via apps.
The previous Blackberry OS had apps, but most of them were overpriced and provided little function. Unfortunately the only way to even compete in the app market would be to adopt Android, which is admitting defeat. If there was a Blackberry with a physical keyboard that ran Android I would be lining up the first day to buy it, but unless BB10 really tanks I don't see this scenario ever coming to light.
I am hopeful Blackberry 10 can reclaim some of their market, force them to innovate in a cutthroat market and produce quality. While still in the green, unlike some, RIM knows this is their last chance. RIM has smelled the stench of death, they know if they mess up their empire will come crashing down even more.
They need to provide tools to produce in house applications cheaply and easily for BB10 and provide a market for consumers to buy applications, but first they need to make it worth while to develop. I guess we won't know until next year how well this plan will work.