Apple now has such a head start on their app platform that pretty much the only reasonable strategy their competitors can do is collude and standardize on html5 for all apps.
Then Apple has a very big problem—they will be in direct opposition to Google and the rest of the organic, growing web. Never, ever bet against the web, nor face the web upstream.
If you discount 3d games, image manipulation programs, and some other specialized software that really can't "just be a web page", then what is even left for "apps" to do that the web can't?
Apps should have been the web the entire time.