Reports indicating that BlackBerry 10 now boasts more than 100,000 apps are all well and good, but the erstwhile mobile giant knows it needs nifty handsets to tempt consumers back to its platform.
According to CEO Thorsten Heins, the Canadian firm is lining up a couple of additional smartphones for 2013, including a new flagship in time for the holidays.
"There's one new product I'm really excited about, but I can't really share it. It takes BlackBerry 10 to another level in terms of the user experience," Heins said, speaking with CNET.
A mid-range device is also allegedly on the way, according to the BlackBerry CEO, who said that the company was intent on reinvigorating the BlackBerry portfolio with product offerings across all three market tiers: entry-level, mid-range, and high-end.
"We're building that portfolio. We need to get into that depth and into those tiers," he said.
Heins' recent comments echo the observations of BlackBerry's MD for the UK and Ireland, Rob Orr. Speaking to ITProPortal back in February, he said that the company would look to quickly expand its BB10 lineup.
"BlackBerry 10 will provide devices for all segments of the marketplace. Beyond that, we're verging into forward facing roadmap territory and obviously we're not going to go there," Orr said at the time.
The new BB10 handsets will sit alongside the full-touchscreen BlackBerry Z10 that debuted at the end of the January, and the QWERTY-sporting BlackBerry Q10, now available on pre-order for £530 and expected to arrive in the UK on 26 April.
BlackBerry will offer a touchscreen and keyboard option in each segment, Heins added, providing the company with an effective "one-two punch" as it looks to reestablish itself as a major player in the mobile industry.