I'm excited for this too and I was very excited a couple of years ago when Android launched instant apps which were the exact same idea, but they never took off

I'm excited for this too and I was very excited a couple of years ago when Android launched instant apps which were the exact same idea, but they never took off. Hopefully with Apples tighter control of NFC in their phones and better marketing they will become more prevalent. Even for interacting with your robot hoover or your headphones there's plenty of opportunities to create much better user interactions than your first step of onboarding to involve going to an app store.