BlackBerry has released BlackBerry 10, branded as re-designed, re-engineered, and re-invented at the launch event in New York.
Available on two new LTE-enabled smartphones, the renamed company says the all-touch BlackBerry Z10 and BlackBerry Q10 will offer users "a faster, smarter and smoother experience than any other BlackBerry device previous."
"We have been on a journey of transformation, to transform our business and our brand, but also one that will transform mobile communications to true mobile computing," said Thorsten Heins, CEO, BlackBerry.
"Saying we have reinvented this company is simply not enough.
"Today is a new day in the history of BlackBerry."
BlackBerry says the smartphones are a completely new version of the BlackBerry software, build from the ground up meaning it doesn't share any line of codes with previous models.
Believed to possess a similar operating system to that of the iPhone and Android, BlackBerry was honest its assessment that its previous platforms were simply "outdated", ensuring "differentiating" features for the new release.
"It's a change in smartphone experience -- the dominant paradigm, introduced six years ago, was great and revolutionary at the time," said Frank Boulben, chief marketing officer, BlackBerry.
"But six years is a long time for a technology cycle, with a new user experience with a clear focus we have the opportunity to take market share back."
While the BlackBerry Z10 doesn't have a physical keyboard, this aspect of the Q10 model will be key to success according to Boulben.
But BlackBerry 10 will first launch on the Z10 product, coming with a 4.2-inch screen, a dual-core processors, 2GB or RAM and an 8-megapixel camera.
Despite the clear improvements in the products, the waiting media continued to ask the big question, can BlackBerry incorporate the apps which have become so popular with iPhone and Android phones?
"We will be the platform launching with the highest number of apps on day one," Boulben said.
The Canadian firm has been in work with software developers to fill its BlackBerry World store with apps such as Facebook, Twitter, Skype etc, including a variety of music and movie apps.
BlackBerry says the smartphones will be launched in six cities, including London, Dubai, Paris, and Toronto, Canada.
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