The BlackBerry Priv, BlackBerry’s first Android smartphone, received near unanimous praise from industry reviewers when it launched. In my BlackBerry Priv review, for example, I proclaimed that I was in love with a BlackBerry again. It’s a great smartphone, one with a solid display, processor, battery life and a unique keyboard – one of the last of its kind – that BlackBerry fans still love. But it appears that fan base continues to dwindle.

An AT&T executive, speaking anonymously to CNET recently, told a story of sinking BlackBerry Priv sales.

“The BlackBerry Priv is really struggling,” the exec told CNET’s Roger Cheng. “We’ve seen more returns than we would like.” That’s bad news. Cheng said that BlackBerry’s fanbase doesn’t dig Android, even though the company sees Android as the future. It’s a bit of a Catch-22 moving forward.

BlackBerry has already had a rough time maintaining and even recreating a positive brand name among consumers and, instead of doing that, it’s leaving a sour taste in the mouths of its customers and, apparently, its carrier partners. AT&T, if you remember, was the exclusive initial carrier of the BlackBerry Priv.

BlackBerry is apparently building new Android smartphones, but, if the BlackBerry Priv a disappointment to AT&T and BlackBerry lovers, will carriers and users take another chance? Or will BlackBerry be left to flounder alone in the unlocked market?