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If you see an interesting link on the web, you generally feel safe clicking on it, and often click on it. Sometimes you get rick-rolled or whatever, but you just hit back.

If you see an ad or pop-up article about an app, what are the chances you install it, even if it looks interesting?

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I feel very safe installing apps on my iOS devices. The sandboxing and app store review process gives me confidence that it's not going to be malware.

I click on links more than I install apps because loading web pages is a lot faster than installing apps. The flip side is that I hardly ever return to those "interesting links," while I use my installed apps frequently.

Most people only use 4-6 apps a day, or less. Users are spending more and more time in fewer apps. I reckon a good bit of that is the friction of installing new apps.

> The sandboxing and app store review process gives me confidence that it's not going to be malware.

I would re-evaluate that stance if I were you: http://www.wired.co.uk/article/xcode-apple-app-store-hack. Hundreds of apps injected with malware by a compromised version of Xcode made it through the App Store review process.

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