"the company had chosen to build its apps predominantly using HTML5 so that it could take advantage of reusing programming code across multiple mobile platforms"<p>This is certainly a benefit, but at Facebook's scale, it made sense to dedicate engineering efforts to have the best experience on the iPhone. I'm glad they're finally going in this direction. However, I think that one of the benefit that is not mention here is the easiness to change the UI at any point, which they've been doing all the time.<p>That being said, I would think that it would still be possible to modify a native UI without going through an App Store review, since more or less everything can be created and customized programmatically: so you can send some kind of file that describe the UI tweak. Surely, it can become a mess pretty fast, but it's an option.