WASHINGTON, DC (WUSA) -- It's a new day for Blackberry. CEO Thorsten Heins unveiled two new devices.
"Aren't they beautiful," he says.
A new celebrity partnership with pop singer Alicia Keys, and a new name. Research In Motion, Blackberry's maker, will now be know as Blackberry.
The first new products are the Blackberry Q-10 with the traditional keyboard, and the Z-10 with a touch screen.
The company says the new operating system makes it easier to move between applications.
RIM Senior Product Marketing manager Quinn Ellerbeck says, "Previously, you'd spend a lot of time going form one app to another. We've broken down those walls with the Blackberry Hub."
The intuitive keyboard requires little typing, users can flick autofill words directly to a text or email.
Just a few years ago, Blackberries were widely popular even earning the nickname crackberry.
But, that changed with the growing popularity of iPhone and Android devices.
The company had a market share of 46 percent in 2008, that dropped to just two percent last year.
And, many analysts believe these new devices could make or break the company.
"If the Q-10 and Z-10 don't come out well off the bat, there's going to be a lot of questions about the longevity of this company and whether or not it can survive," says CNET Executive Editor Roger Cheng.
The new devices will cost around $150, if buyers sign up for a three year contract.