Will Apple's Content Rules Energize HTML5?

Despite good intentions, HTML5 has been slow to take off compared to native app development.  Native apps offer more power for developers and a proven, profitable distribution method (App stores) as well.  However, as Apple tightens its control over the iPhone ecosystem, that may bring HTML5 development efforts back to life.

Amazon.com offers Kindle here, there, and everywhere.  HTML5 would be a good addition.

The reason: HTML5 "apps" cannot be controlled by Apple.  And for that reason alone, it could become immediately more attractive to content publishers.  While still far behind native apps in terms of power, for many content publishers, HTML5 could be as good as a native application.

Take books and magazines, for example: I haven't seen anything on my kindle or kindle app or any magazine app that could not be delivered by HTML5.  And while having a distribution mechanism in the Apple App store is powerful, if you're Amazon.com, it may not be entirely necessary.  Similarly, other publishers like Sony could also make use of HTML5 as an alternative.

The content battle will play out slowly in the coming months, the end result could be a much more aggressive development of HTML5 as an alternative to a controlled ecosystem.