Why does Apple’s web app store lack a mobile experience?

The lack of a mobile customised experience renders the web app store nigh on useless. The content of the page is useless to anybody browsing on a desktop yet it’s still horrible to use on a mobile device. Apple clearly has the resources to create a native feel to its web app directory yet still fails to throw even the slightest bit of love its way. I fully understand that Apple wants to drive users to the App Store but if they’re going to admit that they’re now a mobile device company then shouldn’t they at least have a mobile web presence?