R.I.P. Content, Long Live Apps! : The next BIG disruption

Couple of days ago I came across Pratik Dholakiya's blogpost "Why Apps Will Dethrone Content as King of Digital Marketing" which had couple of interesting graphics:

Pratik makes a strong evidence based case for bidding farewell to the static web:

The sites with the best tools have almost always dominated the web, but this is changing from something we expect from elites to something we expect from every corner of the net. As we move away from the PC and onto our mobile devices, we increasingly find web browsers dull and boring compared to the immersive experience of apps.
Apps are the future of marketing. Don't say I didn't warn you.

And today I came across another interesting blog post with corraborating evidence. This time it is Philip Elmer-DeWitt's blog post : Apple's App Store: 'The insidious march of a disruptor". Here's a graphic from his piece which says it better than words:

He says:

To state the obvious: iTunes music downloads are down while downloads of apps are up sharply: 35% year over year and 50% in December alone.

He extensively quotes from Horace Dediu's : Of Bits and Big Bucks

Is this enough evidence?

Is the writing on the wall?

Are apps ready to be the disruptors dislodging other digital content for our entertainment time share. If yes, are marketers, content creators and others ready for it?

Who are going to be the big gainers or losers when the big shake out driven by this disruption happens?