Apple taught us, "There's an app for that." And we believed it. Why wouldn't we? But time has past since 2009. Our mobile users have gotten more mature and are starting to weigh having space for new photos against installing your big fat e-commerce app. Meanwhile, mobile browsers have also improved. New APIs are being supported, and they will bring native app-like functionality to the mobile browser.
We can now access video and audio and use WebRTC to build a live video-chat web apps directly in the browser, no native app or plugin required. We can build progressive web apps that bring users an almost native app experience, with a launch icon, notifications, offline support and more. Using geolocation, battery status, ambient light detection, Bluetooth and the physical web, we can even go beyond responsive web design and build websites that will automagically adapt to users' needs and context.