RIM has rebranded and re-launched their storefront for BlackBerry smartphones and tablets. What used to be called BlackBerry App World is now just BlackBerry World. RIM told us the change was happening before and now it is live on schedule a few days before the launch of BlackBerry 10. This change reflects RIM adding more items beyond apps in BlackBerry World including TV Shows, Music, Movies, and more.
The change is now live on their website with a new redesign. On top of that they will be rolling out changed client apps for BlackBerry smartphones and the PlayBook shortly reflecting the new branding.