The super app was supposed to win.
One app for everything. Messaging, payments, shopping, social — all in one place.
It worked in some markets. But in others, users pushed back.
Not because super apps weren't convenient. But because they became too important.
When one app does everything, you can't leave. And users have learned to distrust that dependency.
The counter-movement is fragmentation by choice.
Separate apps for separate purposes. Not because it's easier — it's not. But because it's safer.
If your notes app fails, your banking still works. If your social feed gets toxic, your calendar is unaffected.
The super app offered efficiency. Users chose resilience instead.
Convenience has limits. Control doesn't.
That's the shift worth noticing.