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Quick point, RIM is no longer RIM; they changed the company name to BlackBerry. As to your point about apps, maybe it will suffer a little, but as long as there is a good selection of the apps that people want, whether exclusive to BB or multi-platform, I doubt apps will be THE deciding factor. However, that isn't to say it won't matter at all. BB10 doesn't have a lot of apps that I would have thought would have been no-brainers. Netflix, CNN, Expensify, for instance, are not to be had.
Battery life and security are going to matter too. One thing that is great is the built in personal/work profile feature that completely segregates data between the two profiles. That will help alleviate a lot of BYOB concerns. You can easily wipe the work portion of that disgruntled former employee's device while leaving all their cat photos intact. Nice feature.