[saysjonathan]

The Hey onboarding today is tied to a website-driven invite and signup process. While that _could_ be a bad customer experience through some lens, what percentage of users following this flow are or will be downloading this app prior to signing up?

In a larger sense, Apple seems to be saying that, at least for consumer apps, they have an expected user flow from launch/beta through purchase. That flow makes Apple the primary channel and pipeline. If you have a multi-channel app (web + app, in this case), they want the main experience through the app regardless of business model or context. This makes the customer experience argument seem like misdirection.