According to a report in The Verge, Meta will be piloting direct app downloads later this year in Europe. That's straight from a tap on an ad in Facebook to an instant app install on your mobile device, bypassing Google Play and the iOS App Store. This, as the saying goes, changes everything. Specifically, it breaks the app store model that Google and Apple have used to manage, protect, control, and profit from their mobile operating system duopoly.
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