Once hybrid became possible it was immediately clear that it was the easiest way to get a decent quality app deployed on both iOS and Android. It was a big enough deal that around the time I attended that VSIP event and then PhoneGap Europe, or perhaps shortly afterward, some backlash against hybrid started off with a few big companies trumpeting about how they'd started off native, gone to hybrid for a few years, and were now going back to native again (principally for native experience and performance reasons).

But I think the pressure has always been in the hybrid direction, particularly if you're resource or budget constrained and need to target both platforms, or the web is your main platform (whether than be mobile or desktop). I'm sure the Epic vs Apple fight didn't do any harm, but I don't know what real difference it's made.

The reality is that maintaining two native apps plus a web app is a pain in the ass, especially when you realise Swift - whilst a good language - is a wrapper over some decidedly tedious APIs and a lot of Objective C legacy that you probably don't want sucking up a lot of time. If you want/need apps, it's so much easier to stick a native wrapper around a responsive web app, and that will work well for so many use cases. Not all, by any means, but most SaaS, LOB, or CRUDy apps will do fine as hybrid.