snydeq writes "Increased emphasis on distinctive smartphone UIs means even more headaches for cross-platform mobile developers, writes Fatal Exception's Neil McAllister, especially as users continue to favor native over Web-based apps on mobile devices. 'Google and Microsoft are both placing renewed emphasis on their platforms' user experience. That means not just increased competition among smartphone and tablet platforms, but also new challenges for mobile application developers. ... The more the leading smartphone platform UIs differ from one another, the more effort is required to write apps that function comparably across all of them. Dialog boxes, screen transitions, and gestures that are appropriate for one platform might be all wrong for another. Coding the same app for three or four different sets of user interface guidelines adds yet another layer of cost and complexity to cross-platform app development."