Typical RIM. It's taken a fair bit of stick recently for making a huge deal over new hardware announcements, only to keep everyone waiting for months before the stuff actually goes on sale.
So what does it do with the BlackBerry Curve 9320? Ignores its own high-profile annual event, announcing it instead to minimal fanfare a couple of weeks later, with an on-sale date just five days later.
Still, it's great news if you're a BB fan growing sick and tired of seeing everyone but RIM coming up with new devices - even if its arrival is by no means a surprise.
The downside, obviously, is that the Curve 9320 isn't a BB10 smartphone, making do instead with the familiar BlackBerry OS 7.1. But on the plus side, it's slim and affordable, and continues the work of softening RIM's all-business image via a feature set aimed squarely at communication-addicted social networking bumble-bees or butterflies, or whatever it is again.
It's a full QWERTY handset featuring a curved keyboard (hence the name), a 2.4in 240 x 320 screen, 806MHz processor, 3.2-megapixel camera and 1450mAh battery, which should be plenty considering the modest spec.
There's a dedicated BBM button for accessing RIM's much-loved messaging system, and the whole shebang will set you back just £139.99 on Pay As You Go from May 14 – which is next Monday, in case you need the help.