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Today’s “invisible app” market could be classified as a passing trend, but it might also be the beginning of a significant multi-year shift in how we transact when we’re away from our computers. This shift applies to mobile devices, email, home devices like the Amazon Echo and even wearables like the Apple Watch.

In this essay, I begin by explaining why the market exists and highlight some key benefits. Next, I share my mental model of how the market is structured. Lastly, I end by anticipating where it could be headed.

Why It Exists: Speed And Reduced Decision Fatigue

Invisible apps are taking off because, in many cases, they are faster than using a native application or mobile website. While scheduling a calendar event using the native iPhone calendar app takes at least six keystrokes, using an invisible app like Clara Labs, you can forward an email or send a message without any context switching. In addition, because invisible apps are asynchronous, you send the message and you’re done.

Invisible apps also reduce decision fatigue, which is especially beneficial when you, the user, know what you want. For example, looking at 20 different flight options from a pair of airports — 80 percent of the time, you either want the fastest or cheapest option.