RIM's approach to the sale of apps via the BlackBerry App World website, using a link sent to your BlackBerry, has resulted in criticism from certain quarters of the industry.

Regardless, the firm has today taken yet another step towards levelling the playing field, quietly unveiling a new purchase system that allows BlackBerry users to buy and download apps direct from the web.

Download deconstructionAs spotted by BerryReview, the webstore enables the purchase, download and installation of all apps on the marketplace, with money taken via PayPal, carrier billing or credit card payments.

Users need to download the new App World Installer add-on to their web browser, although the set up reportedly only supports Windows so far, with Mac users being told their OS is not compatible.

Nonetheless, its launch is yet more evidence of RIM altering its approach to accomodate the concerns of consumers and developers alike.

Advertising and analytics tools also joined the fold recently, while an official in app purchase system is also set to be unveiled in the coming months.

[source: BerryReview]