Already entrenched in the corporate world, it’s no secret that Canadian handset maker RIM harbors serious consumer ambitions, an area it sees as most likely to produce future growth. Case in point is the company’s recently released ‘BlackBerry Storm’, an all touch screen affair that arguably puts video playback and other consumer features ahead of ‘corporate’ email, which has long been RIM’s ‘bread and butter’.

Today’s launch of ‘BlackBerry App World‘, the company’s answer to the iPhone’s App Store, provides even greater evidence of a consumer push, with apps for Facebook, MySpace and Instant Messaging, currently dominating the “featured apps” list.

It’s an honest yet unwelcome admission: rushing devices to market with buggy and unfinished software is the “new reality” in the smartphone space, RIM’s co-Chief Executive Jim Balsillie tells the Wall Street Journal. When the company released its iPhone competitor, the Blackberry Storm, it met its Black Friday deadline by “the skin of their teeth”, only for the device to be widely slammed by critics for its many software glitches, most of which, RIM claims, have now been addressed by a firmware update.

RIM’s story isn’t an isolated one. The majority of smartphones that I’ve tested over the last year, admittedly some were “pre-production” models, had issues with the software on which they run on. The problem should be addressed in a forthcoming software update, I’m almost always told, and more often than not it is.

Eventually.

And there lies the biggest problem.

While “release early and release often” might be the new smartphone reality, timing is everything. Here’s some free advice for smartphone makers…