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Excuse my ignorance, but if you're serving up app content through a webview pointing to your own server space, could you not just edit the html5 yourself and have the same effect as this service? is the benefit more to do with tight integration of the native iOS UI components..?

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Hybrid apps serve the website locally, from the device, because if you didn't there would be a lot more data being sent over the wire, and your app would perform significantly worse. The only thing (well designed) hybrid apps generally use the internet for is querying apis, just like normal mobile apps do.

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