The change of the name reflects a shift in the type of things users can purchase from the store as the company is coming up with BlackBerry 10.
"With BlackBerry World, there are various ways to browse, download, buy, and manage apps using a BlackBerry smartphone, BlackBerry PlayBook tablet, or desktop or laptop computer - inspiration is at your fingertips. And if you find something you love and want to tell the world, you can easily share it with your friends over BBM, Facebook and Twitter. Also, you can simply tap smartphones together and invite your friends to download it - just like that," said RIM in a blog.