Apps had - and probably still have - much higher discoverability and repeat usage than websites / webapps, in practice. Sure, you can make your website so it installs onto the home screen and behaves just like an app, but without the app store, nobody will bother to look for it / find it. The app store's recommendations and features are super powerful, and any app or game that gets featured will be instantly successful.

I attended an Apple TV event in Berlin once, it was actually really good and well polished, but at the same time it felt like a marketing event aimed at developers to please make things for the Apple TV platform. They shared an e-mail address as well, going "If you've made something cool, send us an email and we may feature it".

Still a bit salty that I didn't pursue it further, but honestly, I need a team to work on an app. I'm comfortable with the technical side of things, but I suck at ideas, product management and design, and design is incredibly important.