Increased dynamics of marketing: Huge number of options in respect of both marketing avenues and user preferences offers wider scopes of marketing. In targeting millions of users in both iOS and Android you can diversify your promotion and marketing. Something may work for iOS, while a different strategy makes your app find success in Android.
Unquestionably cross platform is going to be more robust in the time to come. But there are few drawbacks that need to be addressed to make the strategy offer more fluid, seamless and device-optimized experience. It has been seen a single platform app offer utilizes the device features in a more exhaustive manner that one-for-all apps. Secondly, less scope of introducing customized features is a serious drawback to cross platform apps. Often cross platform apps are felt bland and depreciated than dedicated single platform apps, because in trying to provide feature set for all platforms it often compromises on device specific brilliance.