A week after news circulated that BlackBerry had lost an estimated $84 million in its most recent quarter, prices for the struggling company’s new flagship phone, the BlackBerry Z10, have plummeted in an effort to bring new customers into the fold.

According to reports published on Friday, the Z10 is now for sale from mobile carriers like AT&T and Verizon for only $99, while buyers can get the phone for a bargain basement price of $49 if they shop on Amazon. The low prices come with a two-year contract with a mobile network service provider.

“Now is the right time to adjust the price,” a BlackBerry spokesperson said. “It’s part of the life cycle management to tier the pricing for current devices to make room for the next ones.”

Still, despite BlackBerry’s attempt to make the price drop seem like just another everyday occurrence, it does seem early in the Z10’s life cycle for such dramatic retail price cuts to be happening. The BlackBerry Z10 launched in the United States on March 14 of this year, alongside the new BlackBerry 10 operating system that was meant to help reboot the company’s interests. Now, four months later, the device has seen a dramatic drop from its original $199 premium price-tag, an indication that the phone isn’t selling.

It would also be early for BlackBerry to launch a second-generation version of the Z10. Just last month, the company unveiled a new BlackBerry 10 smartphone with a traditional physical keyboard, called the Q10, and normal smartphone trends show that the Z10 should only be in the infancy stages of its market viability. The phone is quite a bit newer than the iPhone 5, for example, which dropped last October, while the Samsung Galaxy S4 hit the market a month after the Z10. If BlackBerry’s phone isn’t lighting the market on fire, there are deeper problems at work than out-of-date hardware.

Quite simply, BlackBerry has devolved from a major player in the phone industry–a few years ago, the company, formerly known as RIM, or Research in Motion, held roughly half of the market–into a perpetually struggling also-ran. Where the majority of smartphone users own devices running the Android, iOS, or Windows operating systems, BlackBerry’s once-dominant market presence has dropped to a slim single-digit percentage. The company had hoped that a new operating system and a return to its trademark physical keyboard design would help reverse its flagging numbers, but the Z10 and the Q10 both landed with a soft impact.