[5] Boublen was then responsible for and received "criticism for the marketing campaign that supported the Z10 launch, including a confusing Super Bowl advertisement which some board members hated".

[5] Both Tear and Boublen were ousted on November 25, 2013 by new CEO John S. Chen, whom weeks earlier had replaced Thorsten Heins.

The user interface of BB 10 was based on the concept of direct manipulation, using multi-touch gestures.

[8] There were four SKUs for the Blackberry Z10, corresponding to the North American carrier band distribution and international versions.

The LTE version of the Z10 featured the Qualcomm Snapdragon S4 Plus (SoC) which had a dual-core CPU running at 1.5 GHz, and an Adreno 225 GPU for LTE-capable units.

[10] For markets where LTE was not supported (international model), BlackBerry released the Z10 with the Texas Instruments OMAP 4470 (SoC) which had a dual-core CPU running at 1.5 GHz and a PowerVR SGX 544 GPU.

On February 10, 2013, prepaid provider and T-Mobile-MVNO Solavei became the first in the United States to offer the BlackBerry Z10.

[17] Mexican Telcel announced pre-orders for Z10 on March 21 on Facebook and finally released on April 2.