Research in Motion hoped to gain ground among media smartphones today with the official launch of BlackBerry Media Sync. Announced alongside the Bold, the software gives owners of current-generation BlackBerries the option to sync some or all of their iTunes libraries for playback on the phone, including playlists. Phone owners can also block out part of the phone’s storage space to set it aside for work, photos, and other content.

The sync utility works with any BlackBerry 8800-series, Curve, Pearl phone and will support the Bold when it’s released later this summer; however, RIM currently limits the software to Windows XP and Vista systems and doesn’t have plans to introduce software for Mac OS X, which at present needs third-party utilities such as Missing Sync or PocketMac.