Is anything stopping people from going all-in HTML5 and not even worry about having a presence in the app store?
Here's a regression that appeared in iOS 10, which affects HTML5 games. https://stackoverflow.com/questions/37808180/disable-viewpor...
Then your HTML5 app is broken.
Back before there was an App Store, when all "apps" were web apps, I wrote one of the first non-Apple weather apps for the iPhone. It included animated radar, weather alerts, hurricane tracking, and even streaming audio from a real meteorologist. And this was more than a decade ago, on bog-standard launch-day iPhones. It was even featured by Apple back when it had a directory of iPhone web apps.
Mobile web apps could be really incredible with today's technology, if so many of them weren't crammed with unnecessary/lazy/stupid garbage.