Targeting the highest common denominator
Some would claim that native is the best approach, but that looks at existing WORA tools/communities, which mostly target cost saving. In fact, even native Android/iOS tools produce rather bad results without deep platform familiarity. Native is very difficult to properly maintain in the real world and this is easily noticeable by inspecting the difficulties we have with the ports of Codename One, this problem is getting worse rather better as platforms evolve and fragment. E.g. Some devices crash when you take more than one photo in a row, some devices have complex issues with http headers, and many have issues when editing text fields in the “wrong position”.
There are workarounds for everything, but you need to do extensive testing to become aware of the problem in the first place. WORA solutions bring all the workarounds and the “ugly” code into their porting layer, allowing developers to focus on their business logic. This is similar to Spring/Java EE approaches that addressed complexities of application server fragmentation.