Do You Need a Native App or a PWA? A Decision Guide for UK Businesses

If you've ever been told "you need an app", you've probably also been told it'll cost a fortune and take months. Sometimes that's true. Often it isn't, because what you actually need is a Progressive Web App.

I build native iOS and Android apps, and I build PWAs. I'm not trying to sell you one over the other. This guide covers the real differences in cost, app store fees, offline use and push notifications, so you can make the call yourself.

What's the difference?

A native app is built specifically for iOS or Android, using Apple's or Google's own tools (Swift for iPhone, Kotlin for Android). It's downloaded from the App Store or Google Play and has full access to the phone.

A Progressive Web App (PWA) is a website that behaves like an app. It can be added to the home screen, open full screen, work offline and send push notifications. There's no app store involved. You publish it the same way you publish a website.

There's also a middle option: cross-platform apps built with React Native or Flutter. One codebase, but still distributed through the app stores.

What each one really costs

The build is only part of it. The ongoing costs are where the two really differ.

Native apps

Developer accounts. Apple's Developer Program costs $99 a year. Google Play charges a one-off $25 registration fee.
Two platforms. Fully native means two apps: one for iOS and one for Android. That's two codebases to build, test and maintain.
Updates. Every update goes through app review. Every new iOS or Android release can need changes.

PWAs

No store accounts. No developer fees and no app review.
One codebase. The same app works on iPhone, Android and desktop.
Updates go live instantly. Publish a fix and every user has it next time they open the app.

A PWA is usually the cheaper option to build and run. It's not always the right option, though, and that's what the rest of this guide is about.

App store fees: what they actually take

This is the part most people get wrong.

App store commission only applies to digital goods and services sold inside the app. Think subscriptions, premium features, in-game items or digital content. If you sell physical products, like an online shop selling clothes or parts, you take payment through your own provider and the stores don't take a cut.

If you do sell digital goods inside an app:

Apple charges 30% as standard. If you join the App Store Small Business Program (for developers earning up to $1 million a year in proceeds, and new developers), it drops to 15%. You have to enrol; it isn't automatic. For subscriptions, standard developers get 70% in a subscriber's first year and 85% after that. Small Business Program members get 85% from the start.
Google changed its fees in the UK on 30 June 2026. The service fee is now 10% on your first $1 million of annual earnings and 10% on auto-renewing subscriptions. A 5% billing fee is added if you use Google Play's own billing. Above $1 million, other transactions cost more.

All of these figures were checked on 12 October 2026. They change often, so check them before you plan your pricing.

With a PWA, there's no store and no commission. You take payment with Stripe, PayPal or whoever you like, at their normal rates.

Can a PWA do push notifications on iPhone?

Yes. This used to be the big reason to go native, and it changed in 2023.

Since iOS 16.4, web apps that have been added to the home screen can send push notifications. They show on the lock screen and in Notification Centre like any other app. There are two catches:

The user has to install it first. On iPhone that means tapping Share, then Add to Home Screen. In a normal Safari tab, push isn't available at all.
You can't ask straight away. The permission request has to come from something the user taps, like a "turn on notifications" button.

On Android, PWAs can send push notifications from the browser without being installed.

There was a wobble in early 2024. Apple said iOS 17.4 would remove home screen web apps in the EU because of the Digital Markets Act, then reversed the decision before release. UK users weren't affected either way, but it's a fair reminder that Apple controls how well web apps work on iPhone.

Offline use

Both can work offline. PWAs do it with a service worker, a script that sits between the app and the network and can serve cached pages and data when there's no signal.

For most business apps, like catalogues, order forms, job sheets or booking tools, a well-built PWA handles offline use well. Where native still wins is complex offline sync: large amounts of data edited on the device for days, then merged back without conflicts. That's possible on the web, but it's harder and less predictable.

When native is the right call

I'd recommend a native app when:

You need deep hardware access: Bluetooth devices, NFC, background location, advanced camera work or health data.
You need features that only exist natively, like home screen widgets, Apple Watch apps or Siri integration.
Being in the App Store matters to your customers, or your competitors are all there.
Performance is critical, such as games, AR or heavy media processing.
You need complex offline sync over long periods.

See iOS app development and Android app development. If you need both platforms on a tighter budget, cross-platform apps are often the sensible middle ground.

When a PWA is the right call

A PWA is usually the better choice when:

Your app is mainly content, a catalogue, forms, bookings or a customer portal.
You want one product that works on iPhone, Android and desktop.
You want to avoid app store fees and review delays.
You want people to find it through Google, because a PWA is a website and can be indexed like one.
You'd rather spend your budget on features than on maintaining two apps.

See PWA development, or read our earlier guide on what PWAs are and when you need one.

What's changing in 2026

The rules around app stores are shifting.

In October 2025, the UK's Competition and Markets Authority designated Apple and Google as having strategic market status in mobile platforms. Both have since made commitments on app review, ranking and the use of developer data, which took effect on 1 April 2026. In June 2026, the CMA consulted on rules to let developers steer users out of apps to pay elsewhere. That hasn't been finalised yet.

In the US, a court ruled in April 2025 that Apple must allow apps to link out to external payment pages. That ruling is US only.

None of this changes the basic decision today. It's worth watching if in-app payments are central to your plans.

Decision checklist

Work through these before you commit:

What are you selling? Physical goods or services: store fees won't apply. Digital goods inside the app: factor in commission.
Which devices do your users have? Check your website analytics for the iPhone and Android split.
Do you need hardware the web can't reach? Bluetooth, NFC, background location, widgets or watch apps mean native.
How important is push? If it's essential, plan how you'll get iPhone users to install the PWA first.
How much offline work is there? Occasional offline use suits a PWA. Days of offline editing suits native.
Do customers expect to find you in the app stores?
Who will maintain it? Two native apps mean two sets of updates every year.
Could you start with a PWA? Many businesses launch a PWA, prove demand, then go native later.

FAQ

Is a PWA cheaper than a native app?

Usually, yes. One codebase covers every platform, there are no developer account fees, and updates don't need app review.

Can I put a PWA in the App Store?

Not as it stands. A PWA is installed from the browser. You can wrap one for the stores, but at that point it's subject to their review and rules.

Do PWAs work on iPhone?

Yes. They can be added to the home screen, open full screen, work offline and, since iOS 16.4, send push notifications once installed.

Will Apple take a cut of my online shop sales in an app?

No. Commission applies to digital goods and services. Physical products and real-world services are paid for through your own payment provider.

How much does it cost to have an app built?

It depends on the features and platforms. Our projects start from £1,500, and we don't charge VAT. Ongoing support is available through care plans at £100, £350 or £750 a month.

The bottom line

Don't build a native app because someone told you that you need "an app". Build one because you need what only native can do.

For a lot of UK businesses, a PWA does everything they need for a fraction of the ongoing cost. If you're not sure which side of the line you're on, get in touch and I'll give you a straight answer.