Canadian company RIM have just announced that they’re rebranding to adopt the name of their primary product - BlackBerry. The newly named mobile manufacturer will be bringing the first BlackBerry 10-powered handsets to markets across the globe in the coming days.

The company were simultaneously broadcasting their New York launch event to seven identical events in Toronto, London, Paris, Dubai, Johannesburg, Jakarta and Delhi, not to mention offering up a livestream to the rest of the world, making this the biggest product launch in the company’s history.

BB10 launch 1

Thorstein Heins, the company’s President and CEO headed up the launch, claiming that the company have truly reinvented themselves and rebranding couldn’t be a more obvious way of doing so, but the meat of the launch was in fact the reveal of not one, but two handsets launching running BlackBerry 10.

The first device, which has already been spotted time and again walking the boards of the rumour mill is the Blackberry Z10 - a full touchscreen device, with what looks to be an impeccably fast UI , including the “best typing experience in the industry - period” as stated by Mr Heins, whilst the second device is Blackberry Q10 .

BB10 launch 2

The BlackBerry Q10 looks to be an evolution of the company’s previous Bold flagship handsets but with a fresh coat of BB10 paint. With a touchscreen and full QWERTY keyboard we suspect this new handset will serve as an excellent choice for those looking to transition from their older handsets.

BlackBerry confirmed on launch 70,000 apps will be avilable for the new OS, with top apps like Skype, Whats App Messenger and Amazon Kindle all confirmed for the BB10. That's a pretty impressive number, BlackBerry clearly spent time working with developers to ensure content is there at launch.

We’ll be bringing you hands-on photos and videos of the BlackBerry Z10 and BlackBerry Q10 later today. Check back soon.