RIM has launched the fourth phone based on its BlackBerry 7 OS, the manufacturer's new operating system released earlier this month.
The BlackBerry Curve 9360 is aimed at the mid-tier user, offering a low entry point for those moving from using feature phones to a smartphone.
At this morning's launch event, Rob Orr, RIM's vice president for marketing in Europe, the Middle East and Africa (EMEA), made much of the focus on style, rather than talking up the actual features of the device.
"Set the phone on a table flat and you'll see the curve," he added. "Everything plays to the curve it's a product that has style at its heart."
As for what features the phone does contain, the Curve 9360 comes with GPS and Wi-Fi support, a five megapixel camera, a microSD/SDHC slot supporting up to 32 GB memory cards for additional media storage and an 800Mhz processor.
It will also feature all the software updates included in BlackBerry 7 OS, which you can learn about here.
The Curve 9360 will be available in the UK through Vodafone, although no specific date was confirmed by the carrier. RIM said the phone will be on sale at some point in September.
See the video below from Vodafone reviewing the BlackBerry Curve 9360.
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Tom Brewster is currently an associate editor at Forbes and an award-winning journalist who covers cyber security, surveillance, and privacy. Starting his career at ITPro as a staff writer and working up to a senior staff writer role, Tom has been covering the tech industry for more than ten years and is considered one of the leading journalists in his specialism.
He is a proud alum of the University of Sheffield where he secured an undergraduate degree in English Literature before undertaking a certification from General Assembly in web development.