The "steps to download app" comparison is biased. For it to be fair, the second one should include the following steps as well: "User goes to phone" and "Hits d

The "steps to download app" comparison is biased. For it to be fair, the second one should include the following steps as well: "User goes to phone" and "Hits download/install". If link in the SMS downloads an APK file directly, it's even worse (download, and then install). I don't know how the workflow would look like on an Apple phone, though. Edit: I should add that sometimes SMSs take a while to arrive (I'm looking at you, PayPal 2FA). That adds frustration and friction.