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RIM renames app store ‘BlackBerry World’ ahead of BB10 launch

We’re not sure how many of us feel in the midst of a ‘BlackBerry 10 countdown’ right now given the relative lack of fanfare compared to the build-up for other product launches, but we are nevertheless within 10 days of the all-important BB10 release.

And RIM has today sought to draw some more attention to its redesigned platform ahead of the 30 January unveiling, by dropping the 'BlackBerry App World' moniker for its app store, and opting for the simpler 'BlackBerry World'.

The Canadian firm says it "reflects a shift in the type of things you can purchase from the store as we transition to Blackberry 10 and beyond," which is backed up by the fact that music and films are also available to download – not just apps.

The new store has already been rolled out on desktop and is will now start to reach BlackBerry smartphones and tablets. RIM’s OS should be boosted by a host of new apps to fill out the rebranded store too, after it was revealed last week that over 15,000 apps had been submitted by developers in just two days.

As for the BB10 software itself, it appears RIM may eventually license out the OS to rival manufacturers in order to boost its market presence. CEO Thorstein Heins admitted the plan was being considered in an interview.