I have at least one anecdotal perspective on app proliferation.
Currently, I'm struggling with higher-ups who have decided that we must have apps.
They don't know what these apps will do or who will use them, simply that we have to start pushing out apps because, well - others have apps. Therefore, we must have apps too.
They don't seem to care that the apps they envy have dismal reviews and download stats, that we lack a mobile website entirely or recognize that spending a few hundred thousand on an "enterprise" framework does not equate to instant apps.
This is exactly how I imagine most big companies operate, and why I am not afraid of any of them.