When the iPhone was launched alongside the App store many wondered about the future of the internet. Would Apps be the Web killer? While apps have been great in raising the bar on user experience for usability and speed of content delivery, they haven’t taken over but they are changing what we expect in the user experience. The race is on and the big three of Apple, Google and Facebook are leading the way. One part of the equation is Instant Articles. Why is it a big deal? These major platforms are now delivering content in new and innovative ways with Instant Articles, AMP (Accelerated Mobile Pages) and Apple News for WordPress. The aim is to take more control and ownership over content and to deliver it instantly. Both lessons learned from our experiences with Apps. The distribution giant’s aim is also about delivering adds faster and more accurately. It’s also a lot about search. Apple’s own search engine along with Google, not only indexes all the app content but also the apps related web content. Facebook indexes all its unique and highly detailed user content, web and apps as well. More importantly, though the race is on to blur the ground between web and apps. Now won’t that be great to see.
