Apple won’t allow you to make an app that is basically a native version of your mobile website just so you can have an app in the App Store. Those days are gone.
Or, should I say, they’ll let you make it but if what you’re doing could be done with a responsive website or a progressive web app, it’s very likely you’ll get rejected under the dreaded 4.2 Guideline. Google “app rejected 4.2” for the tales of woe of developers the world over stretching back 12 months or more.
I have just professionally spent 6 months getting a previously released consumer-facing app with a big user base (much bigger than the entire TWS membership) through rejections based on 4.2. It was expensive and painful. To do that we had to add haptic feedback, 3D Touch, use the phone camera, add ApplePay, use the accelerometer for shake gestures, start storing and processing data on the phone… the list goes on and on and there was no guarantee of success.
The way Apple’s review process works, every time we update a new app reviewer looks and the work and might have a different opinion of whether we meet 4.2. This means we could get rejected again and be back at square one - only we’ve run out of native functionality to add. It’s a horrible place to be.
Unless your app really needs to do complex processing, store lots of data or otherwise use the unique capabilities of the phone that are only available to native apps, as a manager, you’d have to ask yourself some very serious questions about whether this is where you want to spend your money.
Native app development is much more expensive than web and the talent pool is much smaller. You can do so much more, quicker, and for less, with web. It’s platform agnostic for a start - you don’t need an iOS and Android dev team.
For the very vast majority of sales based businesses, if you have talented product owners, user experience professionals, designers and front end developers with experience in modern technology you can make a truly awesome web app that is better or as good as native. People only really say they prefer native when the website performs poorly on phone. For most people poor performance = slow.