After several years of being displaced by the likes of Apple, Samsung, HTC and Nokia/Microsoft, BlackBerry has given the industry a peek at its new square smartphone.
First mooted back in June – the device (pictured), has a 4.5in square HD screen, a physical keyboard and is known as a Passport.
It has already caused some waves in the market, with many reviewers labelling it "bizarre".
Defending its design, the firm said on its official Inside BlackBerry blog: “Many have thought that creativity around the design of smartphones was dead.
"Device companies have been emulating the same, entertainment-driven look for so long that there's been a homogenisation of the visual cues in smartphone design."
It added: “We’ve been living in a rectangular world for quite some time and know it’s a great ergonomic design that drives content, media consumption and quick communications. However, the rectangle has become a de facto approach to smartphone design, perhaps limiting innovations.”
Aimed mainly at business users – and in particular the firm singled out architects, healthcare workers and mortgage brokers – the device will show 60 characters on a line, unlike other phones which show only 40.
“The BlackBerry Passport will take you to new places on the best business trip you’ve ever had. We want you to imagine the possibilities,” the blog said.
According to reports, the phone will go on sale in September.
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