Seems like the article is about HTML5-based mobile web sites vs. native apps, not HTML5-based-apps vs. native apps. (It generally fails to define what it means, but I'm guessing they mean web sites given the reference to Apple telling developers to make HTML5 apps for things they won't let into the store. At least on iPhone, not-in-store equals not-an-app.)
Lower cost of development and lower cost of maintenance translate into more (and better) services for end users. It's unlikely that web apps are going to compete with "sovereign" apps on a phone like email or an RSS reader. But for a niche or transient application (like say, making a flight reservation or looking up your order status on a web site) the web apps probably are a better experience.
This has always been true on the desktop as well, until recently - you wanted a local email client and text editor, but you were fine using the web to access Wikipedia. (That's changing now, of course.) It's not sexy but _most_ web services / sites are transient, not sovereign, software and will likely translate better to a web app than a native app.
Lower cost of development and lower cost of maintenance translate into more (and better) services for end users. It's unlikely that web apps are going to compete with "sovereign" apps on a phone like email or an RSS reader. But for a niche or transient application (like say, making a flight reservation or looking up your order status on a web site) the web apps probably are a better experience.
This has always been true on the desktop as well, until recently - you wanted a local email client and text editor, but you were fine using the web to access Wikipedia. (That's changing now, of course.) It's not sexy but _most_ web services / sites are transient, not sovereign, software and will likely translate better to a web app than a native app.