THE CANADIAN PHONE MAKER formerly known as Research in Motion announced today that it has changed its name to Blackberry.
Moments ahead of its Blackberry 10 launch in New York, which is being live streamed to an event in London, the firm's CEO Thorsten Heins announced the company's name change.
Heins said, "We want to be one brand. One brand that is recognised all around the world. We have reinvented this company, and we want to reflect this in the brand."
He added, "Saying we have reinvented this company is not enough. We decided to build our own OS, not use someone else's," a statement that set a lone Blackberry fan clapping here at the company's event in London.
Following the name change announcement, Thorsten Heins also addressed criticism he had received due to the recent failings of the company.
"I'm always asked why I took the job at Blackberry," Heins said. "I saw an opportunity, and I saw that innovation was at the heart of the company - which will now be reflected with Blackberry 10."
Keep an eye on The INQUIRER for all of the latest from Blackberry's launch event. µ
We round up the top 10 stories from the past seven days
For when you just can't take another long lunch break
Control your Android TV from an iOS device? Um, no
Somebody call the irony police