When it comes to smart devices, in almost every case there’s an app for that. But in a world where almost every physical object can potentially be online, it won’t be practical to download an app for all of them. Google thinks it’s come up with a solution.

This week, the web giant launched a new open-source project called the Physical Web, which aims to do away with mobile apps for ‘things’ and replace them all with URL’s. The idea is similar to QR codes, but instead of scanning a funny black and white code, the URL would ‘beam’ itself to nearby mobile devices, which can then choose whether or not to interact with it. Google says this would do away with the need to download multiple apps to talk to different things, such as vending machines or bus stops.

Google justifies the idea by pointing out that the number of smart devices is going to explode in the near future, and the assumption that each new device will require its own application just isn’t realistic. Therefore, what we need is “a system that lets anyone interact with any device at any time.”

Google’s initiative comes at a time when just about every tech company worth its salt is making some kind of bet on the Internet of Things. This includes Google, which acquired the smart thermostat maker Nest for a massive $3.2 billion in January and followed up with the launch of Android Wear, an operating system designed for wearable technologies. Other companies have entered the fray too, including Samsung with its acquisition of SmartThings, and Apple, which introduced the HomeKit for iOS 8, allowing people to control various home devices using their mobile devices.

The Physical Web approach can lead to all kinds of possibilities, explained Google. For example, a bus stop could tell you when the next bus is due as you approach it, while a rental car company could transfer the contract and receive payment, allowing you to drive away in minutes.

Google says it isn’t trying to kill off apps entirely – it just doesn’t think we should be totally reliant on them. The project is all about “enabling interaction when native apps just aren’t practical”, something that’s true of many public services.

One day, Google hopes the Physical Web standard will be built into operating systems like Android and iOS as standard, but in the meantime people will need to download – you guessed it, an app, to be able to use it.

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