One wrinkle of "apps vs programs" is, of course, that an app is a unit of marketing in a way that a program isn't.
I wrote a little rant, on a long-lost geocities page, many years ago, to the effect that corporations projecting identity onto programs was Bad. "Writing" is something you do in a word processor or text editor; but they don't want you to do that, they want you to Launch Microsoft Word™ in order to Use Microsoft Word™.
Asserting an identity for a piece of software, as if it were a little pseudoperson and not a means to an end that should ideally become permanently invisible to the proficient user, is the foundation that both silliness like Clippy and evils on the scale of walled-garden App Stores have been built.
Nobody's ever made an anime titty waifu-tan for grep, now have they?