Google: Penalize sites that promote apps.
Apple: Encourage growth of apps to overwhelm the open Web
Us: Caught in the middles
Says the New York Times -
That situation has been made even harder by some recent moves by Apple and Google. Last month, Apple enabled ads to be blocked on mobile websites on iPhones and iPads, which threatened to hurt publishers that relied on such ads for revenue. And next month, Google will start penalizing websites that use pop-up screens to promote their apps by placing them lower in search engine results, a move that some have called “app blocking.”