According to the CEO of Impact Mobile, Gary Schwartz, the mobile browser is the ultimate app. “It happened on the desktop from widgets to browser. Now we are seeing this in an accelerated fashion with mobile thanks to HTML5,” he said.

It’s been incredible to watch the iPhone take off over the last two years or so — as the number, and quality, of apps has risen.

I’m no fan of the lack of “generativity” walled-gardens and app stores inspire, but this much is obvious: Easily downloadable and useful apps helped the iPhone make the leap from early adopter to soccer mom.

At this point, it would be a tough sell to ask all the non-techies who love their iPhones to start typing in URLs into mobile Safari, even if that practice eventualy mirrors the current app store experience. Generativity or no, it’s pretty fun to install an app.