Do you really believe that the user is actually in control of the upgrades ?
> Mobile apps are customized to your device and can take advantage of all its features
Having to code specifically for each device sounds like a benefit to you ?
On iOS at least, it's (by default) a manual process to update an app.
Having to code specifically for each device sounds like a benefit to you ?
Benefit for the user, yes.
I would agree with that if everyone (companies) actually did that, but they don't. Often they pick the popular platforms, or choose frameworks that allow for a single codebase and output a often subpar UX App, or just don't make the app to begin with.
Making it harder for a company to give the end user the product, even if an arguably better product, is not always a win for the user.
If you can be successful on iOS or Android first, you'll probably then have the resources available to develop for the other platforms as well.
To me as a developer? It isn't, it is a pain in the ass. But to a user if your web app doesn't support random cool hardware feature of their phone they'd rather have a native version (see samsung s-pen stuff)