IMO web won because of google and shitload of capitla. In 2000ish the war was between MS IE (majority) and Mozilla (minority). The OS was Windows-only, phones were dumb. The Google came with its Chrome and Android. And suddenly apps became os-independent with common denominator - standardized web api.
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Web won before Goggle even began. Microsoft didn't even enter web browser space until it was obviously winning. We had OSes long before Windows. Chrome was a late comer to the browser party. Apple was first with smart phone. Apps server side have been independent for decades before this.