Is BlackBerry Priv pricing itself out of the competition?

The hefty RM3,599 price tags make it more expensive than competing Android flagships

An ad was leaked on a forum that showed the BlackBerry Priv being priced at RM3,559. While it was a given that the phone wouldn't come cheap, wouldn't the price effectively put itself out of the reach of people who would generally not pay more than RM2.6k for a phone?

Granted, the higher security rating and privacy features would appeal to a cross-section of the market that would need those (law enforcement, civil service, finance) but how many units could BlackBerry then push unless it manages a huge bulk buy order sale.

With the lower ringgit to the dollar and the soft economy, the Priv's pricing isn't doing the phone in a market already very competitive.