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By now there’s little question that the iPad has defined the modern tablet, and media companies have tackled the promising concept of digital subscription publishing with varying degrees of success. Playboy recently released its iPad app, a subscription service that offers everything from the monthly magazine (yes, everything), as well as a deep archive that spans all previous issues. Apple’s strict “no nudity” policy means that a major publisher like Playboy will likely never see the inside of the App Store. If iPad users are going to pay for content on the web, they will demand the glossy finish of Apple’s industry-leading UI. Strauss notes that while HTML5 plays a role in how the app accesses iPad hardware, the real star of the UX show is CSS3. When it comes down to user experience, Playboy sports most of the iOS bells and whistles — page swiping, image zoom, and support for device rotation.
Despite the best technical finesse, there are definitely drawbacks to building a mobile web app, according to Richard Ziade, partner and lead strategist of app development firm Arc90.

Technical limits aside, what about the visibility that comes with the iTunes stamp of approval? Andres Barreto, the president and cofounder of OnSwipe, a purveyor of white label solutions for iPad publishers, disagrees.
This, of course, harkens back to the biggest revenue question for online publishers: Do you aim to be as visible as possible and sell ads against pageviews, or do you charge readers a subscription fee for exclusive access? Does Playboy’s foray into the world of web apps signal a sea change in the way publishers deal with the App Store gatekeeper? Strauss views Playboy’s web app development more as a workaround, rather than a way to jump the Apple ship — a remedy for the inherent challenge of publishing adult content. But from a more broad perspective on traffic, social media and monetization, Barreto thinks the days of “walled garden” apps are numbered. But the release of its digital magazine got us thinking: If developers can build web apps that do everything a native app can, who needs the App Store (and its accompanying 30% revenue cut and frustrating approval process) anyway?

While modern web standards like HTML5 and CSS3 make it possible, Playboy still found challenges to overcome. Strauss says the average user probably wouldn't see a meaningful difference between the web app and a native one, but admits a tech-savvy reader might spot the limitations. Do you prefer native apps above all, or have you used optimized web experiences that give the App Store a run for its money? Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.

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