I’m more inclined to the idea that the OS will increasingly offer a number of plug-in points for a native app experience and that installing an ‘app’ will then actually be about plugging in your chosen components of the app as a service experience.

Think notifications, live tiles, widgets, messaging, and so on.

Whilst Google probably want a web world back, as it better suits their model, Apple have just made a big statement of intent with Swift. Swift is clearly for apps and not for the web. I do agree that ODR hints at a more incremental experience.

Microsoft seem to be getting closest to some sort of broken out component experience, if the noise from build is anything to go by.