BlackBerry is back; Wednesday’s digital resurrection is the most unlikely of returns since, well, Nokia performed a similar Lazarus-like feat in 2012.

Yet unlike the Saint of Bethany (he’d only been dead for four days), the BlackBerry brand and its Canadian manufacturers RIM (now rebranded just to BlackBerry) have been rotting in silence since 2007, festering on past glories, seemingly unable to grasp the concept that "business" and "consumer" had somehow converged in the modern mobile handset.

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The "all touch" Z10 (left) and it's keyboarded partner, the Q10 (right)

And what is BlackBerry's long-overdue riposte? An “all touch” smartphone in the form of the Z10. Gone is the impish keyboard, loved and loathed alike, to be replaced by the now ubiquitous display (the Q10, a nostalgia version with keyboard, will also be available). Then there’s the Hub, a coalescence of social media streams, news feeds, BBM and, of course, emails on which the original concept thrived.

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The operating system too has undergone some much-needed spit and polish, presenting what the manufacturer hopes will be a genuine alternative to IOS or Android, while the device’s app store, the optimistically-named BlackBerry World, has also been given a lick of paint.

One notable feature of the new OS is the phone’s ability to switch between apps without jumping in and out, the Active Frames function. This multitasking seems to be the main point of distinction between the rejuvenated BlackBerry and its erstwhile rivals now far ahead, Apple and Samsung.

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Can the new BlackBerry make inroads into the Apple and Samsung duopoly?

Speaking at the UK launch, Libby Plummer, reviews editor for T3 (and Huff Post blogger), said: "BlackBerry 10 has plenty of great new features and a strong selection of top-line apps. The handset looks impressive for the company's first major foray into the keyboard-less phone area. The business users will be hooked straight away but whether the handset will be able to drag average users away from their iPhones and Androids is another matter..."

SEE ALSO:

RIM's Final Shot At A Comeback Has Arrived (Canada)

History Of BlackBerry In 11 Devices (UK)

Z10 And Q10 Outed As First BlackBerry 10 Devices (USA)

Ernest Doku, a technology expert at uSwitch.com, agrres. He said: "By offering a robust suite of multimedia features and 70,000 apps upon launch it's abundantly clear that BlackBerry is taking steps to ensure that it's no longer stereotyped as a stuffy, business-only device... today BlackBerry has successfully unveiled striking new look devices and a powerful OS to support them."

This "striking new look" and "powerful OS" suggest that BlackBerry has indeed created a remarkable phone. But so what? The making of a mobile is no longer the device but the services that perch atop. Apps are the key, so much so that even had the designers crafted the most beautiful instrument to date, a digital Stradivarius for the modern consumer, should the services fall short, you might as well cut the strings and use it as fire wood.

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  • BlackBerry's CEO Thorsten Heins is seen on a screen in a live broadcast from a launch event in New York as he holds the new smartphones, Q10 and Z10, during a launch event in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)

  • Thorsten Heins

    Thorsten Heins, CEO of Research in Motion, introduces the BlackBerry 10, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • Thorsten Heins

    Thorsten Heins, CEO of Research in Motion, announces that the company will now be known as BlackBerry, Wednesday, Jan. 30, 2013 in New York. The new BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • Thorsten Heins, Alecia Keys

    Thorsten Heins, CEO of Research in Motion, kisses Alicia Keys as he introduces her as the Global Creative director of BlackBerry, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • Thorsten Heins, Alecia Keys

    Thorsten Heins, CEO of Research in Motion, kisses Alicia Keys as he introduces her as the Global Creative director of Blackberry, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • A man holds the new touchscreen BlackBerry Z10 smartphone, during a launch event for the new phone in London, Wednesday, Jan. 30, 2013. (AP Photo/Lefteris Pitarakis)

  • Thorsten Heins, Alecia Keys

    Thorsten Heins, CEO of Research in Motion, introduces Alicia Keys as the Global Creative director of BlackBerry, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • A man holds the new touchscreen BlackBerry Z10 smartphone, during a launch event for the new phone in London, Wednesday, Jan. 30, 2013.(AP Photo/Lefteris Pitarakis)

  • A woman uses a new touchscreen BlackBerry Z10 smartphone, put on display during a launch event for the new phone in London, Wednesday, Jan. 30, 2013. (AP Photo/Lefteris Pitarakis)

  • Journalists check the new BlackBerry Z10 smartphones, during a launch in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March. (AP Photo/Lefteris Pitarakis)

  • The BlackBerry Z10 is displayed, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • Thorsten Heins, CEO of Research in Motion, which is changing its name to BlackBerry, is seen in Toronto on a video link from New York as he introduces the BlackBerry 10, Wednesday, Jan. 30, 2013. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the company. (AP Photo/The Canadian Press, Nathan Denette)

  • BlackBerry's CEO Thorsten Heins is seen on a screen on a live broadcast from a launch event in New York of the new smartphones of the company, during a launch event in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)

  • Sam Shperling

    Sam Shperling with Gameloft holds the new Blackberry 10 while playing his company's game, Nova, Wednesday, Jan. 30, 2013 in New York. The maker of the BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. (AP Photo/Mark Lennihan)

  • BlackBerry's employees prepare the launch event for the company's new smartphones in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)

  • Members of the press watch as BlackBerry's CEO Thorsten Heins, unseen, presents a live broadcast from New York on the new smartphones of the company, during a launch event in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)

  • BlackBerry's CEO Thorsten Heins is seen on a screen in a live broadcast from a launch event in New York as he holds the new smartphones of the company, during a launch event in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)

  • BlackBerry's CEO Thorsten Heins is seen on a screen in a live broadcast from a launch event in New York of the new smartphones of the company, during a launch event in London, Wednesday, Jan. 30, 2013. The first in a new generation of long-awaited BlackBerrys will go on sale in the next week in Canada and the United Kingdom, but won't be released in the U.S. until March.(AP Photo/Lefteris Pitarakis)