Fixing AMP

When I first wrote about Accelerated Mobile Pages, there wasn’t a true implementation. Now we see how Google is rolling this out, and it has problems. John Gruber uses Ars Technica as an example:

On desktop browsers, these URLs do get redirected to Ars’s website. But on mobile they don’t. Share from one mobile device to another and nobody ever leaves google.com. Why would any website turn their entire mobile audience — a majority share of their total audience, for many sites today — over to Google?

Maybe this is inherent in how AMP works, and we should have predicted it. If Google’s AMP implementation must run in browsers, will there always be a layer of JavaScript and custom URLs that hide the original web site?

I’d prefer if Google added AMP support directly to Chrome. While it would be a much more limited rollout, it would feel more natural, with fewer drawbacks for publishers.

Competing news platform Apple News isn’t problem-free either. The apple.news:// shared links also add a redirect, with inconsistent behavior since not all platforms and countries even support Apple News. Apple News is an RSS reader that’s designed like a closed platform.

I want the web to be faster. Breaking links should not be part of the solution.