mapi3

Many native apps still make sense as they need deep access to phone features or better performances (games). Many apps are already backed by a website used for acquisition and first engagement (and then pushed to install the app). Both worlds have not been so disconnected anyway for the developers standpoint so they should be able to adapt easily.

The question is more tricky regarding CPI ad networks or app analytics services. CPI ad networks will make less sense because the Installation disappears. Web technologies will make SEO easier for developers (app indexing was not easy) so paid acquisition and SEO will be back in competition... which should lower the ad spending. Retention remains key and app analytics and mkting tools (like push notifications) have acquired a great know how about managing users during their lifetime. So they should stay too.

Like in the 00's when developers had to adapt their skills from Windows software to web technologies, I assume native apps developers should start updating their web skills. It's hard to find the right guy for developing a high quality PWA right now.

Think about how native apps were a step backward in term of UX. People needed to open the store, read the description and take the decision to install, figure out that they had a good-enough network so they could install the app, then wait 30 seconds for the app to install, enter the app, go through the on-boarding to understand how it works, ...

Websites are much easier. We make a request in Google and load a website in seconds that gives us just what we're looking for! It provides instant gratification. It is also proven that people are more willing to stay engaged once they've received some value. Smart developers will know when they can ask visitors to install the app, receive push notifications, ...

With apps it's not uncommon that we don't remember why we installed it because the app didn't give us instant value. With PWA, users will associate the app with the gratification it provided at first use and will remain engaged.