Apple already tried that approach with the iPhone one. It failed because the technology wasn't mature, but there have been nothing but advances since then.
The web is a more flexible and portable platform, so the economic incentives will always be there. And while native toolkits are still based on 1970's lab research, the web as a platform benefits from mainstream usage by the whole world. At some point, the new tech will overcome and replace the old approach. The gap is getting smaller every day even if the old approach has decades of advantage, and all major tech providers are pushing for it.