This week the analysis team at Gartner has made it clear that they expect the mobile app market to be more than 50% made up of apps that are cross-platform, aka "hybrid apps". These apps will be working with a combination of the "portability" of HTML5 Web apps with a native container for each different device, regardless of mobile OS. This means that, as many high-end apps release today already do, so will a much more vast cross-section of brands bring their apps to iOS, Android, Windows Phone, BlackBerry, and more.
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