Blackberry promotion on Timeout

Blackberry has just run a advertorial promotion in Time Out magazine featuring their Curve 8900.

The advertorial contains a lot of info regarding entertainment events out and about town – they are really positioning themselves as a lifestyle handset, for use in your leisure time – the advertorial allows them to be associated with the leisure events in your lifestyle. 

On a wider note, its interesting as not long ago, iphone was being promoted on O2’s business tariff, trying to cut into the business user instead.   Are both phones trying to challenge their pre-concieved stereotypes – as in, the iphone has traditionally been percieved as the more arty, trendy, creative one and Blackberries are more business-focused, austere even.  Is Apple trying to add some “rational” credibitly to their image/ image of their users, and Blackberry trying to become more artsy-fartsy?