Think of mobile OS platforms as cultures. Deciding which platform to target and how to design for each—whether web or native—doesn’t hinge only on tech specs or audience reach.
In an era where consumers suddenly perceive mobile apps as richly personal, where software is content instead of tool—culture matters.
Josh Clark is a designer, developer, and author specializing in mobile design strategy and user experience. He’s the author of the O’Reilly books "Tapworthy: Designing Great iPhone Apps" and "Best iPhone Apps: The Guide for Discriminating Downloaders."