Alicia Keys And Blackberry Split Up

Alicia Keys And Blackberry Break Up
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NEW YORK, NY - JANUARY 30: BlackBerry President and Chief Executive Officer Thorsten Heins (R) looks on as new BlackBerry Global Creative Director Alicia Keys speaks at the BlackBerry 10 launch event at Pier 36 in Manhattan on January 30, 2013 in New York City. The new smartphone and mobile operating system is being launched simultaneously in six cities. (Photo by Mario Tama/Getty Images)
Mario Tama via Getty Images

Songwriter Alicia Keys is leaving her job with BlackBerry at the end of January after spending one year as "global creative director" for the ailing smartphone maker.

Blackberry said that the Grammy-winning singer is leaving the company as the firm retreats from the consumer market. She was unveiled as the company's global creative director last year at the launch of their Blackberry 10 devices last year, which marked the company's attempt to win back market share lost to Apple's iPhone and those using Google's Android software.

The Canadian firm confirmed in a statement: "BlackBerry and Alicia Keys have completed our year-long collaboration. We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."

Evolution Of BlackBerry
RIM Inter@ctive Pager 950 (1998)(01 of11)
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The RIM Inter@ctive Pager 950 was one of the first true BlackBerry devices. Released in 1998 it looks more like a large pager - because that's exactly what it was. But it could also handle messages up to 16,000 characters, and came with an Intel 386 processor - which was pretty good at the time. Oh, and it ran for almost a month on a single AA battery. Take that, iPhone. It cost $350 at launch.
RIM 957 Wireless Handheld (2000)(02 of11)
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The RIM 957 Wireless Handheld was introduced in April 2000, and was described as a "breakthrough palm sized wireless handheld". It gave users access to the Internet, email, pager and organiser functions, with a 32 bit Intel 386 processor and 5MB of flash memory. It was the first device to offer 'always on" performance, and sold for about $500.
BlackBerry 5810 (2002)(03 of11)
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The first true 'BlackBerry' was the 5810 - and it was also the first to include Voice Calls. That's right - the earlier devices weren't even phones, making this the first truly integrated phone-organiser-email-thingy. It was expensive - $749 - but could do just about most of the same things a basic smartphone can do today.
Blackberry 7230 (04 of11)
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One of the most famous - even iconic - BlackBerry devices ever was the classic blue Blackberry 7230, which came with a 65k colour screen instead of the old monochrome versi0on, as well as 16MB of storage and a battery with up to 240 hours of stand-by. It sold for about $400 at the time, and featured a full QWERTY keyboard.
'SureType' BlackBerry(05 of11)
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The BlackBerry 7100 series featured the company's first models without a full keyboard, instead opting for the T9 'SureType' system familiar from other mobiles. The phones were popular with the mass-market as they looked and were sized similar to normal phones,. They were marketed to consumers for about $200.
BlackBerry 8700 (2005)(06 of11)
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The BlackBerry 8700 was the first of its handhelds to use high-speed internet via EDGE. It offered much faster browsing and came with a QVGA 320 by 240-pixels screen, as well as Bluetooth support and 64mb of Flash memory.
BlackBerry Pearl (2006)(07 of11)
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The Pearl was at the time the smallest BlackBerry ever released. It weighed just over 3 pounds and cost just $200 with a two-year contract. It was the first BlackBerry to come with a camera and a microSD slot.
BlackBerry Curve (2007)(08 of11)
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The BlackBerry Curve 8300 came with a camera, a 3.5 headphone jack and a full QWERTY keyboard. It was pretty cheap - $200 on contract - but looked more like a high-end professional device.
BlackBerry Bold (2008) (09 of11)
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The BlackBerry Bold is in some ways the ultimate BlackBerry - sleek, dark, with a full QWERTY keyboard and support for 3G networks, 1GB of memory and a higher-resolution display, it pretty much opitimises what the BlackBerry was all about.
BlackBerry Storm (2008)(10 of11)
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The Storm was BlackBerry's first phone without a keyboard, and it launched to mixed reviews. It was clear that RIM's software wasn't able to keep up with the current crop of devices, and that BlackBerry needed a relaunch. That wouldn't happen until 2013.
BlackBerry Torch (2010)(11 of11)
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The BlackBerry torch was pitched as the first "elite" consumer offering from RIM. It's slider form factor, full keyboard and touchscreen placed it as the mid point between and iPhone and an old school Blackberry, but for reviewers it wasn't able to do either job well and it failed to gain much attention.

Keys was embarrassed in her new job for Blackberry after tech blogs noticed a tweet she had sent from her Twitter account appeared to have come from an iPhone, which she explained at the time was due to her account being hacked.

When she originally took the Blackberry job, Keys said: "I was in a long-term relationship with BlackBerry, then I noticed hotter, more attractive sexier phones at the gym. So I broke up with you for a while. I missed the way you organised my life, so I carried two phones and played the field a bit. But then you gave me a call, told me you'd been working out. Now I'm happy to announce we're exclusively dating again!"

She said she used her BlackBerry Z10 to shoot music videos during tour stops that "capture sights, sounds, and fans of every city that I visit."