if you can install an app from google play store's website to your android phone then why can't apple provide the same feature?
The closer we can get to selling apps directly on websites, the more the app store becomes irrelevant. You still have to go through review to get the file signatures, but perhaps you can pull the binaries from a different source.
That would be a really interesting vertical.
I find it a really nice touch when I've been linked to an app from another site to be able to instantly get it installed on my mobile without having to fish it out of my pocket and do something silly like take a photo of a QR code.
I'm surprised that the App Store doesn't have a similar feature.