The company has already launched a ‘BlackBerry for life’ campaign that sends the message that the device is more than just a emailer. Co-CEO Jim Balsillie said: "I think the image is definitely a friendly one, a lifestyle one, a convenience and emotional one, a pleasurable one, so there's a play element to it and a lifestyle element as well as a work and a productivity element."

All eyes are on RIM with the iPhone making such a huge impact. The firm believes it will ship its 40 millionth BlackBerry in the next quarter, and will launch its new 3G BlackBerry Bold device later this summer.

RIM earned $482.5 million in the quarter ended May 31, up from $223.2 million a year ago, but earnings were down.