I saw that as of today there are just over 100,000 approved iPhone apps. The obvious question is: how many apps do we really need? While the quantity vs. quality vs. usefulness questions get discussed, there’s a bigger question: wasn’t the World Wide Web going to be the device-independent user experience platform?

Apps are great – having downloaded two billion of them, users clearly love them, but I wonder what this means for the future of users’ experiences on mobile and other devices. While apps are great at maximizing the experience on a particular device, the proliferation of different smartphone platforms means that there are at least five different OSs developers need to think about (iPhone OS, Blackberry OS, Symbian, WebOS (Palm) and Android). Isn’t this just another version of the Windows, Mac OS and Linux battles? (Interestingly, Windows Mobile, while early to the party, seems to be lagging.) What you can do in the mobile world depends, more than ever, on what device you have.

 Certainly the last 15 years have seen multiple revolutions in the web experience (anyone remember html 1.0 and blinking text?). Instead of ‘there’s an app for that,’ just a couple of years ago, we might have said, ‘there’s a site for that.’ But the limitations of the web environment (or the great capabilities of the iPhone) made the opportunity for apps too good to ignore. Each opportunity brings new challenges with it; in this case, it’s finding, choosing and managing lots of apps. In a world of 100,000 apps, the killer app might just be an app navigator. The iPhone App Store today has a lot more in common with Yahoo! in 1994 than Google in 2009.

So we’re only at the beginning, and we know a lot is going to change in the app space. But the right question here is: What’s the total experience that users really want to have? And who’s going to make it happen? It’s time to take a step back and think about people.