BlackBerry goes glam, enlists Alicia Keys

Keys said she previously was a BlackBerry power user, but she left the platform after noticing sexier phones at the gym. For awhile she had two phones, but Keys has now moved back to just a BlackBerry.
It's typical for companies to seek endorsements for their products, and some have even named celebrities to positions within the company. Intel, for example, named singer Will.i.am as its director of creative innovation. Typically, such artists show up at various company events, in ads, and just generally talk up the products.
BlackBerry today launched a new operating system and two new devices that it hopes will attract users back to its platform. The company has faced steep market share loss to Apple and Android handset vendors, and BlackBerry 10 is viewed by many to be the company's last shot at winning over buyers.