This is part of why the concept of PWAs is so enthralling and the continued development of web APIs is so promising. On the web you host your own app. Sure, for

This is part of why the concept of PWAs is so enthralling and the continued development of web APIs is so promising. On the web you host your own app. Sure, for a big and popular app it could be more expensive than paying $99 a year, but a lot of apps use backed services already anyway. The web is slowly getting better as an application development platform and a few great ideas have actually started on the web and made its way to native development (React's declarative UI building is a good example). I don't think it's inevitable all apps will become web apps, but I'm very curious to see what happens in this space given the different forces at play.