By Ian Bush

PHILADELPHIA (CBS) - Tomorrow is a big day for Blackberry. Device maker Research In Motion is expected to unveil new phones that run on a new operating system. Some are calling the event make-or-break for the flagging company.

“If a Blackberry comes out that’s actually sexy — that people actually want — that would dovetail very well with the needs of businesses.”

Sex appeal has been a problem for Blackberry in recent years, up against the likes of lusted-after iPhone and Android models. But PCMag.com lead mobile analyst Sascha Segan says it’s also what’s inside that matters:

“If they have the apps — if people don’t feel like they’re marooned or having to give up the apps that their friends have.”

The new full touchscreen device will run on Blackberry 10, which has shortcut icons like you’re used to but with a virtual keyboard that suggests corrections right over the letter your finger lands on.

We’ll likely also see a BB10 model with a physical keyboard:

“I think it’s an area underserved in the market right now. I think it’s an area that the Blackberry faithful still love.”