“If you're an indie developer and you're launching a brandless app last month it's very likely that app to web is a full zero — you can't do it all because you've got a small team, it's less likely to work because you don't have this recognition, and the analysis is actually quite tricky.”

App-to-web works for brands; for indie apps it is almost always a zero-sum detour

Thomas Petit draws a sharp line on the post-Epic-lawsuit app-to-web opportunity: established brands with existing tooling can capture real gains. For a small or newly launched app without brand recognition, the added complexity of different flows, pricing strategies, refund mechanics, and attribution math almost always outweighs any fee savings. His advice: wait until you have both the brand and the resources.