You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Rush for an iPad App? Fortune's New Web App Starts With Your Browser Web Apps Are on the Rise, but Will Consumers Adopt Them? By Nat Ives, Published on May 04, 2011 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.