There's a weird conspiratorial thing that people do about this whole topic that is so easily debunked. For instance "Apple wanted apps more than PWAs!". Android powers about 73% of the world's smartphones, yet PWAs are irrelevant on the platform.
Web apps can be incredibly powerful, but there's just a massively lower bar in the web app domain, historically. Like people are used to the website being dogshit, a mishmash of broken functionality, terrible layout quirks, slow responsiveness, and so on. Because that is generally acceptable to the web community, where it is deadly to an app.
Like I think it's hilariously ironic that the website telling us that the app could have been a website is currently completely broken, unable to handle a relatively tiny amount of traffic.
Businesses have an app developed because they feel the market demands it. Their marketing departments feel they have to be able to tell prospective customers "we have an app!" and if they can't, they feel they'll be seen as inferior, not with the times, thereby losing customers.
I totally agree with the article that apps shouldn't be the automatic first choice, but that's the way it is. We've reached the stage where it's seen by users as the default. App icons on the homescreen can be seen, for many, as the modern alternative to bookmarks in the browser. And regarding "sharing a slick URL isn't always easy", perhaps the App Store is, for many users, the modern alternative to Google Search?
Businesses started advertising that they had an app because user's preferred apps, having had so many poor experiences with websites and web "apps" that the entire field was tainted.
This is 100% a "made your own bed" kind of thing. Again, the general standards among web apps for years were terrible, and users became accustomed that using a website on a mobile device was a brutal experience. Things have gotten a lot better, and honestly AI tooling should massively improve the space, but people really need to be honest about root causes.
I mean...a local grocery store advertises their "app" and it's just their website wrapped into a webview, and it is just total dogshit. Because they brough the extremely poor standards they have in their web domain into the app domain, and it simply doesn't transfer.
https://dennisforbes.ca/blog/microblog/2026/05/terrible_mobi...
Apps initially looked like the fancy thing to do (so marketing departments loved them), and very quickly snowballed into becoming simply "the way it's done" on mobile.
Most of them are just their website wrapped into a webview. They're sometimes awful, but they mostly do the job well enough - exactly as well as if it was a website instead (coming back to this thread's article).
Such as? Give some examples, which should be easy given that it's "most", right?
In the linked piece it details one that is so exceptionally trash that it is universally hated. I mean, ostensibly it isn't even allowed by appstore / play store rules, and it's a shit, lazy thing to do.
My thesis is that the standards for web teams were often much, much lower than for app teams. Where tolerance for shit, tolerance for slow and inconsistent behaviours, and so on was just much, much more common.
That is why there was such a fracture. And it's why the "webview wrapped website" is universally reviled trash.
Do websites have to be bad? Of course they don't. But the norms of the realm made users jaded.
I guess you haven't used the mobile web? Practically any website you use covers half the page with a banner saying don't use the website, the app is SOOO much better.