With the Z10 still on its way to several parts of the world for its launch, BlackBerry CEO Thorsten Heins announced that this year is an exciting one, particularly with the three other BB10 phones that are on their way to the market.

CNet reports that BlackBerry is planning to deliver four phones all in all for the fiscal year, with hopefully the last one to hit the market thisholidays.

What has been confirmed about the additional flagship phones include a mid-tier device, the Q10 that's slated for three to six months release after the Z10, and one other device that's supposedly got Heins all excited.

While this seems like a pretty solid move for BlackBerry, others see it as a potential misstep that can affect overall sales.

According to TechCrunch, the usual time for replacing a phone in this industry is sometime within a year--though the Samsung Galaxy S4 seemed to shorten the boundary by a few months.

But BlackBerry seems to be going to that same route with the Z10 and its surprise BB10 device at the end of the year. While the Q10 and the mid-tier device may be looking at different target markets, it seems that the year-end device is one to pack the punch--perhaps an improvement for the Z10? A Z10-2 maybe?

Whatever the case, there is also BlackBerry's Q4 numbers to crunch out, and the news of a new device coming out in just a few months may affect the sales.

The price cut down from $139 to $99 of the phone may seem tempting, but it also poses the question to buyers if the Z10 is really for them, or if they should wait it out for the year-end device.

Hopefully BlackBerry will get a handle on the focus of its releases and campaigns. It's already gearing up a pretty swell takeover campaign which they can do a lot with. Save the surprise phone for next year and let the Z10 and Q10 have their moment for a while.

BlackBerry Q4 numbers up this Thursday, subscribers experience gains

For the past few months, BlackBerry has been putting out positive expectations and predictions for its flagship phones and OS, even with no concrete numbers to back them up.

This can now change on Thursday, when BlackBerry will finally release its Q4 sales. For the meantme, MarketWatch reports that BlackBerry shares have picked up more than 1.6% even after two days of its U.S. launch.

Heins still looks at the horizon with great and positive expectations.

"We expect gross margins 7 points ahead of consensus expectations, as BlackBerry 10 units enter the mix and high margin service fees persist," analyst Pierre Ferragu said to MarketWatch."

It all depends on BlackBerry's next steps on its campaign and the release of the Q4 to settle those who are still apprehensive about the Z10.