A company user can use the "+ New App" functionality and create their own app. Now because they created that app, they are an "App Admin" of that app. Because they are "App Admin", they are able to do all the things an admin is able to do: add and change credentials, change sharing settings, add locations (only locations they have access to), and create pop-up notes.
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This also means that if a Company user creates an app (making them an app admin of that app) that they can share that app into any group they are a part of, even if they are only group user.
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This means that for group users, every app that that user RECEIVES from the group, they are an "app user" and are restricted. But for any app that they are admin of and contribute to a group, they will remain "app admin" of that app. (Unless another app admin goes into the share tab and explicitly removes them as app admin. See the video)
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Now, just because any user CAN create apps doesn't mean that they SHOULD create apps. If you get a non-techie user creating apps, the fear is that they are creating duplicate apps of the same username and password, or they aren't sharing those apps with others and others cant access the app and creates their own duplicated version, or they do share an app to a group but didnt add a location tab to that app and it ends up being shared with people they didn't intend to. Lots of things that could go wrong.
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So all this to say, if you have company users that you trust to properly set up an app, add the right location, and will consistently share it to the right group, feel free to teach them and let them add apps. But if you are concerned that arn't going to create apps correctly, then go ahead and train your team internally that if there is an app missing inside Unify, send an message (outside of Unify) to your manager requesting them to add it.