RIM has today announced the rebranding of its BlackBerry App World as "BlackBerry World." With the new name comes an increased area of focus, specifically on music and video content, as previously teased last September. The beleaguered manufacturer made the change in preparation for the launch of its new OS, BlackBerry 10, later this month. It recently announced that it had amassed 15,000 BlackBerry 10 app submissions in just two days, and calls BlackBerry World "the one-stop shop for all of your mobile entertainment needs."

Existing BlackBerry users will see the new store name within the next 24 hours. It's not clear what the music and video offerings will consist of, but RIM announced a partnership with former Spotify partner 7Digital for music downloads back in October last year. We'll be keeping a close eye on the store over the coming days to see how extensive the changes are.