The company formerly known as Research In Motion says its product line is “re-designed, re-engineered, and re-invented” with the introduction today of the BlackBerry 10 operating system and two devices: the BlackBerry Z10 and Q10. The goal is to make it easy for users to switch between work and personal applications with separate home screens. The Z10 has a 4.2-inch, high-definition touchscreen, while the Q10 has a smaller screen and a physical keyboard. They’ll come with 16 GB of memory, and a slot for a memory card. The back opens, so users can replace the battery. The company says they offer simple ways to launch video chats with multiple applications open. A Screen Share application makes it possible for another user to take charge of the screen. Users can focus the camera via touch screen commands, and manipulate images with a built-in picture editor. The Story Maker application can create videos with music and images edited in. The company says it has more than 1,000 BlackBerry 10 apps including Skype, Amazon Kindle, SAP, Angry Birds, Facebook, Twitter, New York Times, Wall Street Journal, Reuters, and TuneIn. All of the major studios and music companies will offer content on BlackBerry World. The phones are expected to be available in the U.S. by March, and while carriers will determine pricing CEO Thorsten Heins said it likely will be $150 with a three-year contract. He says that musician Alicia Keys will serve as BlackBerry’s creative director. “I broke with you for something with a little more bling,” she said at the rollout event. “Now we’re exclusively dating again.” She says she’ll work with app designers and retailers, and people in entertainment and music, to help bridge the gap between a work phone and a play phone.