HTML5 could make the Web the new iPad app store

ESPN's new mobile app looks native but runs entirely on the Web.

ESPN's new mobile app looks native but runs entirely on the Web.

NEW YORK (CNNMoney) -- Earlier this month, the Financial Times and ESPN debuted slick new applications for smartphones and tablets. But you won't find them in the iTunes App Store or Android Market. These apps run in your browser window.

That's a sea change that could reshape the app landscape.

Right now, all roads to the iPhone and iPad run through Apple. The only straightforward way for users