The issue with app store friction is obviously going to disappear. This was in the cards ever since Apple decided to do runtime permission model vs. install tim

The issue with app store friction is obviously going to disappear. This was in the cards ever since Apple decided to do runtime permission model vs. install time. If there is one thing iOS innovates on is reducing friction (identity, payments, etc). The app store is clear friction. In the next couple of years you will be brought into a native app experience simply by tapping a link. Why isn't it here yet? Some infrastructure and technology is needed under the hood. Distributing resource dependencies (code, data, assets, etc) under the hood so tapping a link is a smooth experience is not easy. We will get there though. Google has announced similar technology with Instant Apps. I think with both sides its going to take time for developers to really understand the paradigm and build apps in a performant way for link-driven experiences.