AMSTERDAM: CANADIAN PHONE MAKER Blackberry announced a limited edition Blackberry Z10 handset in red today.
However, consumers shouldn't get too excited, as the firm said at its Blackberry Jam developer conference in Amsterdam today that this unique handset is available only to "elite developers".
Blackberry unveiled the red smartphone to say thank you to these developers, who built apps in the run-up to the Blackberry 10 operating system (OS) launch and contributed to the firm succeeding with its "10K reasons to believe" project, which aimed to amass at least 10,000 Blackberry 10 apps before the launch of the smartphone last week.
Speaking at the keynote, Blackberry's VP of developer relations Alec Saunders said that the limited edition devices are inscribed with a serial number, ensuring that each one is unique.
"So here it is, it's red," Saunders said. "[Elite developers] are the only ones that will have these devices because they're the ones that earned them."
However, Saunders announced that Blackberry will also be offering the red Blackberry Z10 smartphone to new developers as an incentive to create even more successful apps, with a 28 February cut-off point.
Joining Saunders on the stage, Blackberry's European MD Stephen Bates said that the Z10 has surpassed expected sales in the UK since its launch last week. "The Z10 sold out over the weekend in key retail locations, [and] call centres were flooded with people asking where and how to buy it," Bates said.
Blackberry, the company formerly known as Research in Motion (RIM), unveiled its first Blackberry 10 smartphones last week.
The Blackberry Z10 is a fully touchscreen device built to compete with the iPhone 5 and Samsung Galaxy S3. Available in both black and white, it features a 4.2in 1280x756 touchscreen display along with a dual-core 1.5GHz Qualcomm Snapdragon processor and support for 4G LTE.