BlackBerry is set to formally unveil its biggest and greatest smartphone ever, the BlackBerry Passport, on Sept. 24 via a media event.

"In September, we will host an event to showcase our device portfolio for the [fiscal year 2015]. We're launching a brand-new device called Passport in September in London. Most of the information has been leaked to website, so you guys should go ahead and check that out. This will follow by the Classic coming out in November," BlackBerry chief executive John Chen said during the company's June earnings call.

The Blackberry Passport specs features a larger touch screen for better viewing experience, innovative touch-enabled keyboard and bolstered battery life compared to the typical smartphones in the market today.

It has a 4.5-inch display with 1440 x 1440 resolution that provides unique clarity and dimensions for a smartphone.

When the phablet was first introduced, it garnered mixed reviews from tech pundits.

"BlackBerry is at least taking a different approach to the smartphone/tablet/whatever-mobile-computer, the design of all which has been largely normalized over the past few years," Darrell Etheringon at Tech Crunch said.

The peculiar screen size is proving to be at the center of attention for everyone:

"BlackBerry's square-screened phone to free us from our 'rectangular world,'" the headline of Andrew Cunningham's piece in Ars Technica went, one of many pieces that propelled the Passport to near the top of industry news aggregator TechMeme.

The BlackBerry brand suddenly slipped out of the competition following the emergence of Samsung, LG and HTC smartphones.

The company is trying to stay relevant in an industry currently dominated by Apple, Inc.

While the American market is skeptical about Blackberry Passport, the company anchors its hopes in the Asian and European markets where larger screens are well-received.

BlackBerry Passport carries a tag price of $599 without a contract in the United States.