The term applications or apps is used on OS X too. And for a very long time.
http://www.osnews.com/story/24882/The_History_of_App_and_the...
[disclaimer: I'm the author of both the parent article as well as the article linked to in this comment]
Programmer, by the way, referred to their wares as 'software' and 'programs' (hence the nomenclature), not just apps. Your observation that "marketing and legal" call the shots is trite. And wrong. The issue, as with everything, is accountants and money men.