This is odd because history actually suggests the exact opposite. It suggests that not only will Apple be the company that makes AR a category for the mainstrea

This is odd because history actually suggests the exact opposite. It suggests that not only will Apple be the company that makes AR a category for the mainstream (if it is to be one at all), but that they'll also own the revolution as well. Apple Watch and AirPods are two recent examples that make the case for the latter. If you just do a cursory analysis of the potential competitors and what they're good at, it becomes actually very easy to say that Apple will own this market.