s rumours swirl around the supposedly imminent unveiling of a 3G iPhone – the iPhone 2.0 – industry leader, Research in Motion (RIM), readies its next generation BlackBerry: the Bold.

Announced in May, the Bold (aka the BlackBerry 9000) should see the phosphorescent lights of commercial retailers by August or September. The reigning smartphone king, RIM’s continued stronghold on the marketplace is partly dependent on the Bold. Initially, AT&T will carry it exclusively, though further providers will subsequently offer service.

With over 14 million users, BlackBerry’s Bold has a lot of wireless users to placate. Early glimpses of the Bold have revealed a sleek update of the classic look, complete with a large high-quality display and the familiar keyboard-aping type-pad. Black, shiny, and, well, bold, the aesthetic fuses business utilitarianism with off-hours chic.

Unlike its emerging brethren – most notably the iPhone – the BlackBerry will continue to offer a more visceral approach to wireless communication via its continued use of the aforementioned keyboard and push buttons.