The release of the first iPhone in 2008 gave developers an entirely new medium in which to provide content – the mobile app. While mobile apps had existed prior to the launch of Apple’s AppStore, it was the iPhone that truly pushed smartphone apps into the public consciousness. Apps have advantages over their mobile web app counterparts – they are fast, they can operate in an environment with minimal connectivity, they allow app developers to provide a cohesive mobile-first experience – but they are not without their drawbacks. Ta

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