As the company gets ready to release it’s new BlackBerry 10 operating system and fights to stay relevant against iPhone, Android, and Windows Phone, RIM has decided to introduce lower pricing tiers for their newly-named BlackBerry World store.

The new pricing is starting with the British Pound and Euro, dropping the UK’s lowest price from £1.00 to £0.75.

This price tier update includes updated currency exchange rates and VAT requirements. 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 price change is completely automatic and will not impact the availability of your content items to customers. You are not required to take any action.

When it comes to the Euro, prices will vary by country. This shift is an effort on RIM’s part to gain a competitive edge and catch the eyes of consumers, and the company intends to roll new pricing tiers out to other countries as well shortly. If you’re looking to purchase a brand new app for your BlackBerry device, you may want to hold off on that for a little while longer if the pricing hasn’t reached you yet.