The time has come: The BlackBerry Limited (BBRY) Passport launch is today. While a lot of attention has been on the Apple Inc. (AAPL) iPhone 6 as of late, John Chen and company are hoping its new device will be able to steal some thunder.

While the future of BlackBerry is not going to hinge solely on how the Passport performs, there is a lot of hope internally that this device will finally get the company back into the smartphone conversation.

And the momentum of the Passport could finally give investors something to smile about.

Is the BlackBerry Passport Cheap?

It’s all about the money, and Chen recently announced that the Passport will cost $599 without a contract in the United States. If you think that is expensive, you may need some perspective.

The iPhone 6 starts at $649 with the 6 Plus at $749. When you jump to Samsung (SSNLF), you will find that its Galaxy S5 is priced at $650. So in other words, the BlackBerry Passport is priced to sell when compared to the competition.

It may be inexpensive, but its feature set is anything but cheap.

The main draw of the Passport is its 4.5-inch HD square screen, which BlackBerry is touting as the best screen on the market thanks to its width. Add this to a 2.2GHz quad-core Snapdragon 800 processor and 3GB of RAM, and you have a smartphone that is more than capable of going toe-to-toe with the market’s frontrunners.

This is an exciting time for BlackBerry and its investors, because it is the first new device the company has launched since 2013.

The day before launch, BBRY stock closed at $10.56. Are you expecting to see its stock price jump after the official launch of the Passport?

As of this writing, Chris Bibey did not hold a position in any of the aforementioned securities.