If you watch the original iPhone release video, Steve Jobs talks about combining a phone, iPod, and Internet connected device together into one thing. The crowd cheered at the first two items, but had no real idea why the third item was such a big deal.
I imagine that Apple is experimenting in the space where VR and AR can be mobile. I don't think they fully understand what a good mobile AR experience should be, but the iPod didn't launch with an app store.