But the rivals have pretty much offered that already; the iPhone or most top Android phones are more than capable of keeping your life in check and have the added advantage of apps and a mature ecosystem to boot.

Add to that the lack of a budget BB10 handset at launch, and BlackBerry has alienated another massive part of the market (although Bocking tells us to 'sit tight, you'll see it' on that area) – BBM flourished in the PAYG markets, but some research points a decline in use for the once-dominant app so by the time budget BB10 appears, the likes of iMessage might have sucked users away.

In short, BB10 is a decent enough product that doesn't add enough to impress the smartphone buyer on the street. The new phones don't ooze a premium feel or instil gadget lust, and while the gestures are cool they risk putting off many who want a simple experience.

And the price is simply too high to start, something BlackBerry has traditionally struggled with. BlackBerry talks a lot about the loyal BlackBerry fanbase, but it lost a lot of that loyalty with the massive outages of recent years, and just changing the name isn't going to make that all better overnight.

Users need trust in a system – it's surprising that BlackBerry didn't make more of the fact the new OS would help massively reduce the chances of outages.

What if Apple made BlackBerry?

Before anyone screeches that we're just bashing BlackBerry, consider the platform in a vacuum. If BlackBerry 10 was unveiled by Apple as the new iOS, we would have scratched our heads that such a design-led company had created a more workman-like OS.

If it was done by Samsung as an overlay to Android, we'd urge it to bring back the more simple TouchWiz, as we don't need the extra gestures or work and play modes. And if Nokia did it – well, it would probably get as much development as MeeGo, the most underloved OS of all.

We're not saying BlackBerry has no chance – it just has to find a way to make a dent in a market that's dominated by Apple and Android, to the tune of 92 per cent – but as Bocking said: "We're not entering the [smartphone] market, we're already in it, so we don't have to crack the congested space."

BB10 is good. It's slick and performs well. It just doesn't seem to offer a game-changing experience or a reason for consumers to ditch their incumbent device, nor does it do so at a decent price point. The embarrassment of Stephen Bates' appearance on British TV and radio served to highlight that the company was desperate to talk about how it was changing but missed the crucial element of admitting it had made mistakes in the first place.

If we're lamenting the death of BB in a year's time, it will be a huge shame as a market with innovation is one to cherish – but if it does happen, it will be because the much-needed redesign came just too late.