Why does it have to be apps?

The web experience on mobile devices is improving all the time. With all major smartphone platforms now sporting WebKit browsers, CSS3 media queries and HTML5 are widely supported in the mobile space. That enables us to create sites with one markup that function well for all screen sizes.

There isn't as much pizazz on the web as can be done with apps, but given the expense of effectively writing the same app three times (one for web, one for Android, one for iOS) responsive techniques in web design can make the web option a lot more cost effective than the alternative.