App Centric Old Fashioned?

So the in thing these days is for tech pundits to declare that an app centric ecosystem is old fashioned, and that what people really want is a people centric ecosystem; witness Facebook Home, and Windows Phone 8 before it.

That's all well and good, but do app developers want their brand to be muffled into another system? I think most developers like having their icon on the home screen, like being able to design their app as they see fit, and wouldn't be happy if the operating system simply surfaced their content as part of a people centric approach.

Ecosystems are nothing without the support of developers and big brand apps. Everyone wants their cut of the 'mind share' pie.

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