1. Original iPhone aimed for that. No AppStore. But developers especially when web stack was poor, wanted native access. It did make sense back then to ideas like WhatsApp or some audio and video apps.
2. Then Apple understood they can get a cut if they operate the AppStore.
3. Then companies understood they can benefit from more data….
I’ve recently moved country and that’s real lame. Almost any supermarket or restaurant here wants me to become a “member” and enforce me to download their app (no web!). I’ve ended up creating another Apple account since those apps weren’t available in my origin country AppStore.
Most of those apps can pretty much be web apps (they actually are :) ) but insist of me downloading something with more data.