Alicia Keys has been named the global creative director of struggling smartphone maker Blackberry — despite being a very vocal Apple supporter.
The pop singer and high-profile Apple user gave a rambling speech about her switch back to Blackberry that really did nothing to support the brand she is now the face of.
"It's kinda like I was in a long-term relationship with Blackberry and then I started to notice some new, hotter, sexier phones at the gym," Keys said.
"I kinda broke up with you for something with a bit more bling."
Keys said after Blackberry had been "working out" she decided to go back and is now "exclusively dating" the smartphone again.
GALLERY: Blackberry's hopes pinned on Z10
Keys made the comments when she was invited to the New York launch of the brand’s new handset, the BlackBerry Z10, which the former smartphone market leader hopes will turn around its floundering business.
Admitting she once ditched a Blackberry for something "hotter and sexier" – a thinly-veiled allusion to her iPhone – Keys delivered a long-winded dating metaphor to explain why she has turned back to her dependable first love.
But the whole truth appears a tad more complicated.
At a post-launch press conference Keys declined to confirm which platform she was switching from but admitted she maintained a work phone and personal phone, CNET reports.
Keys is a well-known Apple user having published an app exclusively to the iTunes store called “Alicia Keys’ Photo Booth”.
The pop singer has also amassed 1.6 million followers on Instagram – an app available on Apple’s iOS but not currently on Blackberry handsets.
New York Times blogger Brian Chen has also questioned when exactly Keys began "exclusively dating" her new Blackberry with posts made to her Twitter account from an iPhone as recently as three days ago.
Keys, who says she will take a “hands on” roll in the Blackberry business, has previously supported Nokia, playing three songs at a press conference in 2007 when the handset maker launched its N90.
Blackberry once held a dominant position in the smartphone market but has seen its market share slump since apple launched the iPhone in 2007.
In July 2011, the number of iPhone users in the US surpassed Blackberry users and the latter’s market share is now estimated at less than 11 percent.