Preparing the advent of its much-awaited BlackBerry 10 operating system, Research In Motion (RIM) has announced a pricing update to its BlackBerry World, bringing the lowest price down to £0.75 from £1 in the UK. The move, which the company hopes will power its competitiveness in the run-up to the BlackBerry 10 launch, has resulted in the reduction of minimum cost of apps by up to 25 percent, depending on the currency.

RIM had rebranded its app store as 'Blackberry World App' and added a new set of videos and music to its store as recently as last week. The official blog post from the company said the first phase of the pricing update will start with the British Pound (GPB) and Euro (EUR) currencies and it promised to roll out updates to other currencies shortly.

"These updates will help to position your content items to be more competitive and attractive to customers in the UK and Eurozone markets. The goal of this adjustment is to ensure prices are in line with currency fluctuations and ensure content within BlackBerry World is competitive," the posting said.

The lowest price offered in the UK is £1.00 currently. According to the updated price list, the lowest tier will be £0.75. In the Eurozone, the prices will vary a by country. The current lowest tier in France is €0.99 and once the price changes are implemented, the new lowest tier will be €0.89.

RIM says the price changes won't be limited to just BlackBerry 10 devices, rather it's applicable for all the BlackBerry devices available in the market. However, developers can still price their apps at £1.00 if they so choose, but may face a delay up to 24 hours for the updated pricing to be reflected through the store.

RIM introduced the new BlackBerry World earlier this week renaming it from previously named BlackBerry App World. "BlackBerry World will have much more than just apps - it will now be home to Videos and Music as well. BlackBerry World is going to be the one-stop shop for all of your mobile entertainment needs," the Canadian company said as it introduced the new app store.

BlackBerry 10 is scheduled for an official launch on Jan. 30 at multiple media events around the world.