Have you ever thought about the silent war between the internet and apps?

Like an aging grand dame, the internet remains quite flustered about being usurped by app life.

But why are apps even necessary when we have the internet?

We can simply browse on our phones, accessing anything we like. In our smart digital age that boasts elegant simplicity and sci-fi possibilities, the internet browsing model is cleaner and more personalised (you and your phone look in on others, rather than being a captive ‘guest’ of whatever company app you’re using).

So, why do we allow such barely useful “stuff” onto our phones?

Apps are another step in what could be a single-click operation. Just because companies have decided to vie for attention and promote themselves using apps, doesn’t mean everyone should wear the T-shirt, surely? Ask a professional support company like Mustard IT about how apps have invaded IT support, and you’ll quickly see that it’s not just common content for support calls, IT support is using apps, too - of course!

We’ve parceled out our access into a thousand little things, ostensibly sharing our private space with branded content. Perhaps, in our digital age, it makes people feel enriched somehow, as though they have “tokens” or simply a busy phone, making them a busy and (thus by implication) an important person.

Is that it? Because - as far as we can tell - apps’ street cred has dried up.

Saying goodbye to apps isn’t a popular opinion (and it’s really about “Goodbye, Google”)

Not being interested in downloading yet another app isn’t a popular opinion these days.

Apps are chiefly advertising vehicles for game makers, groceries stores, and banks rather than providing any real value to the end user.

Of course, they’re often built with comparative benefits or other lures, but it’s just business crawling up your shorts - and who in their right mind really wants that? Aren’t millennials supposed to be standoffish towards commercial interests?

If you still think Eric Schmidt is a good guy, then the whole debate about apps won’t ring true for you… but Google owns apps.

In fact, they’re in a timeshare relationship with Apple, and - between them - they exert far too much control that is far too often just another route to you and your data. When you have so much money and control, isn’t that (by definition) a monopoly?

Granted, using our smartphones to browse still faces a few technical issues to match the slick movement we get inside apps, but there’s hope: Microsoft is putting out technology that enables the Xbox gaming console via smartphone web browsers.

So, what?

Well, they’re not alone - and the gaming sector is a great predictor of app reality, as games are always in the top tier of smartphone apps. If games are going direct, it will set a trend - likely a cool techie trend - that will spill over into mainstream consciousness soon enough thereafter.

What would there be without apps?

What a world without apps might look like might seem to be a silly question, but when you realise that other digital services - with more dynamite features - might emerge from a highly competitive and dynamic field of development and co mpetition, and not the monopoly we have today, who knows?

Without giant tech’s stranglehold on the arena, all sorts of amazing things might emerge, and they won’t cost you your privacy, either.

What happened to kids’ inventiveness?

Granted, when you grow up in a world of apps, you’re going to use apps.

But every generation we can point to has historically usurped the previous generation’s technology.

It’s not about ousting, it’s about innovation - and now, it should be about a dynamic global marketplace with all sorts and sizes of companies, providing greater intrinsic value and ease of use in their digital technology. That this generation has failed to render apps obsolete is indicative of the stranglehold Apple and Google have over the majority of the world’s citizens.

That’s not good. It’s never good, in any industry, and tech is no exception.

If Microsoft is looking to smartphone web browser technologies, it could be that Bill doesn’t want to play nice anymore. Apps might just get a serious competitor in their midst.

There’s one more thing, and that’s the cloud.

The cloud, and the fact that apps were never an inevitable development. They pipped browser technologies to the post at the time because they were technically superior, but today browsers are smarter - a lot smarter - and cloud computing is enabling users to engage at a hi-tech level off their actual phone.

With cloud technology looking towards super sci-fi technologies to remain relevant in the future, there’s a tough new gang in town that will be hard to beat.

Remember BlackBerry?

De rigueur for millions, it died suddenly from a smart leap forward.

The opposition’s smart leap, that is.

Every app download should play a till theme of “cha-ching”

App development is a hot young field, and there is dynamism within the app world.

The problem is, it’s the only world, and it has only two masters - and far too much of the money in apps goes to them. They are the masters because they get a cut on every app downloaded from their stores.

If you don’t play their game, you’re not selling in their store.

OK, that’s great when it protects you from scammy or lousy apps, but it’s not so great when it’s taking a constant bite out of the development field. That field is dynamic despite the inevitability of having to sell your app through one of the giant stores, and that tells a story.

Imagine the genuine dynamism of a world where Google and Apple were just another two medium-sized enterprises vying for market share with their technologies, and you might glimpse the massive unknown that’s currently smothered in, well, apps.

It could be terrible, it could return us to the stone age, but it’s far more likely that a decision to eliminate apps from our digital lives will be just the ladder we need to mainstream newer, sleeker, and smarter technologies that have learned from past mistakes.

And, as a bonus, might not model themselves along the lines of the handful of surveillance capitalists who now sit and look at the world and laugh.