Google Glass was pretty clever about the form AR will need to take for wider adoption, short of eyeball implants. It was pretty useless when it debuted but still ahead of its time. Processing power and mobile bandwidth have caught up enough to make it viable. It will still look stupid, but with enough utility people eventually won't care.

If things go in that direction, Apple will have something of a start with this Vision line. Or it costs them a ton of money in unrecouped R/D, fire everyone who worked on it, and they shy away from the sector while those who got fired go on to capitalize on the concept elsewhere.