I think that describes the dream-scenario of Apple: Making a controlled AR/VR in front of your eyes so ubiquitous that not only TV-sales and cinemas disappear,

I think that describes the dream-scenario of Apple: Making a controlled AR/VR in front of your eyes so ubiquitous that not only TV-sales and cinemas disappear, but companies no longer advertise on screens and billboards and instead pay Apple to rent advertising real-estate on "personal screens" of their target-group... The scary thing is that noone is better equipped to achieve this dystopian goal than Apple, already entering the space with a fully protected walled garden... If I'd be Netflix (or even Disney), I wouldn't rush to support such a future...