Think of it as a UX problem, where you're integrating the OS app installer and launchers as UX elements. Remember that full UX constitutes environmental elements that are completely outside your control within any one app UI.
Is it always going to be the same set of customers going back and forth between both apps? Then it's probably best to add it as a feature to one app, so you can simplify the UX to minimize switching costs without depending on the OS.
Is it wholly different customers, or customers performing in unrelated contexts, where it makes more sense to have each feature set come with a different installer and app launch process? Then keep it separate apps, because in that case the OS switching costs don't exceed the screen real estate costs of adding more UI options.
In all these decisions, holistic user experience should come before marketing considerations.