By Ian Bush

PHILADELPHIA (CBS) – The newest Blackberry is heading to a store near you. The device-maker, seeking a reversal of fortunes as it struggles to compete with smartphones that are perceived as far ‘cooler.’

Blackberry CEO Thorsten Heins calls the iPhone outdated. He blasts the interface, hates the cumbersome way it multitasks.

The Blackberry Z10, he says, is much more natural to navigate, more robust on the go.

Someone slightly more objective — The Verge editor Dan Siefert — calls it a good upgrade for current Blackberry fans, but, “None of the features that RIM has been touting really feels like they’re compelling enough to make someone switch.”

The Z10 is the full touch screen model.  It’s available from AT&T today; Verizon will have it next week.  The Blackberry Q10 has an actual keyboard but won’t be out for a couple months.