From John Gruber (emphasis mine):

This is a fundamentally different vision for the coming decade than Google’s. In both cases, your data is in the cloud, and you can access it from anywhere with a network connection. But Google’s vision is about software you run in a web browser. Apple’s is about native apps you run on devices. Apple is as committed to native apps — on the desktop, tablet, and handheld — as it has ever been.

Google’s frame is the browser window. Apple’s frame is the screen. That’s what we’ll remember about today’s keynote ten years from now.

Google sells ads – search and the browser make sense for that market. Apple sells apps and devices – appstores and screens make sense for that market.

But doesn’t Google sell apps? And doesn’t Apple sell ads? Yes, but neither is very enthusiastic about it.

Gruber’s commentary is succinct and right on.

But what about Facebook? They sell ads, too, and Facebook’s frame is the browser window. But Facebook also has device-native apps, so their frame is the screen too.

Is Facebook going to get the best of both worlds? Their own ad revenue built on the backs of Google’s browser and Apple’s screens?