This time around, RIM is placing extra emphasis on its BlackBerry App World catalog, vowing to launch BlackBerry 10 OS with more apps than any other newborn OS -- that's a special jab at Microsoft's Windows Phone. RIM has had a spotty track record in this department; its rigidity and stodgier tools helped it largely miss out on the app explosion that occurred for Apple's iOS and Google's Android platform. Nowadays, consumers consider the number of apps in a platform as much as a phone's design, camera, or display size.
As such, RIM and its older BlackBerrys have been at a significant disadvantage. Over the past year and a half, the company has aggressively hammered home the point that BlackBerry is more profitable for developers than rival platforms. At BlackBerry World, Heins said he guaranteed that developers would make $10,000 in the first year, or RIM would make up the difference.