'application storefront' was always a rubbish name...
'BlackBerry App World' on the other hand is much better (despite the sense of naming one-upmanship) with the App Store rival at long, long last looks set to be unleashed on its customers.
"Coming soon! Find tons of great applications designed for your BlackBerry smartphone in one convenient place - BlackBerry App World," chirps RIM on the site's holding page. "Personalise your BlackBerry smartphone with games, social networks, personal productivity applications and so much more. Message your best friend, track the stock market, or channel your inner rock god. Sign up for BlackBerry App World today and discover how to put more of your life on your BlackBerry smartphone."
Users can also register now so they will be automatically notified the moment the site goes live while it suggests setting up the (rather fussy) PayPal backbone by registering your account now (wise words as verification on that site takes forever). And no, there is no other way to pay for any BlackBerry App World app than via Paypal *sigh*
Also not thrilling us is news that the minimum price for paid apps on BlackBerry App World will be a rather substantial $3. On the one hand I understand that RIM is using this figure to encourage apps to have substance but on the other it could well discourage developers of simple - yet no less worthy - apps such as the handy tube status update on the iPhone & Android plus clients for popular programmes like Wikipedia and Twitter.
Expect RIM to change this pretty quickly as it learns the ropes, because otherwise it could be in for a bumpy ride...