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Apple’s App Store and Google Play Store offered almost five million apps at the end of 2016

Sam O'Meara, UK director of Applause, discusses what modern-day apps must deliver to the consumer in order to be competitive.

When it comes to apps, the media are harbingers of doom. Smartphones are heading for extinction. App downloads are plummeting. Brands are deserting apps at an alarming rate – by 2020, 20 per cent of all brands will have abandoned their apps altogether. Or so they say.

Authors: Ben Lobel

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