hyperlinks are successful. if "native apps" had a standard way to handle links between apps then we wouldn't need browsers. if "native apps" would run automatically in a secure and sandboxed environment without requiring any installation then we wouldn't need native apps. We can argue about webtechs but there is no alternative to browsers and the web.

URLs / Security / Platform independence

Browsers based on standards offer all of these already. The problem is people trying to make products the web was not designed to run. That's why flash and co became so popular at one point and that's why browsers vendors are now trying to come up with something like web-assembly. I say sometimes it makes much more sense to write a native app. One isn't going to run a video-editing app like final cut on the web(especially since the file system api has been dropped, since Mozilla wasn't interested in it).