Harvey Norman is listing BlackBerry’s Z10 smartphone on their website as a pre-order device.

The Z10 is the first smartphone to be running BlackBerry’s 10 software. BlackBerry laboured for years on the revamped operating system in an effort to keep their remaining customers and perhaps garner some more.

With the stakes so high you’d expect this BlackBerry smartphone to appeal to the masses by having an attractive price-tag, one that undercuts Apple’s iPhone and the slew of cutting edge Androids.

Expecting that would only lead to disappointment because Harvey Norman is offering the 16GB Z10 for $733.

That’s marginally less than Apple’s 16GB iPhone 5 ($799 from Apple) in spite of BlackBerry offering significantly less apps and an overall weaker ecosystem.

There’s a good chance the Z10 will be cheaper on retail plans, but that’s contingent on the pricing of their BlackBerry Internet Service (BIS) or BlackBerry Enterprise Solutions (BES) subscription.

Harvey Norman claim the BlackBerry 10 will be available within days of the smartphone’s release. No Australian date has been announced for the Z10’s local debut; however, BlackBerry is holding a local event on the 18th of March, offering hope it could be sooner rather than later.