While Apple may grab more headlines than Android, the latter should not be overlooked.

Google recently announced the launch of Instant Apps, which were received well by the publishing industry.

In short, an Instant App is an app which can be accessed by mobile users without the need for installation.

The aim of Instant Apps is to allow users to get into apps more quickly, and with greater ease.

Google envisions users being able to access apps using a URL, in the same way they would access a website.

A spokesperson for Google explained "Your app will be just one tap away to a billion people.”

Instant Apps allow users to access content in a granular fashion; users can access small snippets of content first, then decide later whether to download the full app or carry on in the granular way.