Apple analyst Ming-Chi Kuo said in early April that the AR/VR headset is the "last hope" for persuading investors that AR/VR devices will become the "next star product in consumer electronics." Other devices from companies like Meta have lacked appealing software, and this is a major hurdle that Apple will need to overcome.
https://www.macrumors.com/2023/04/18/apple-ar-vr-headset-app-development/