I will call them "applications" or "programs", even when it's awkward.
I'm like 80% certain that the term "app" was popularized because of marketing, and I hate marketing terms. It's got that exact type of faux "trendy and snappy" rhythm to it that marketing terms have. The word disgusts me on a visceral level
"run the app"? no, i will execute the object "tap the button to return to the app"? no, i will switch the focussed task window
i reserve all rights to be insufferable as i know enough of how these things work to say it correctly, and i WILL invoke that damn .NET IL binary package with the .NET VM thank you very much

