From an extensive Oculus reality check
"To that end, it is hard to not feel optimistic about Apple’s chances at eventually surpassing Oculus and everyone else. The best way to think about Apple has always been as a personal computer company; the only difference over time is that computers have grown ever more personal, moving from the desk to the lap to the pocket and today to the wrist (and ears). The face is a logical next step, and no company has proven itself better at the sort of hardware engineering necessary to make it happen.The Problem with Facebook and Virtual Reality | Stratechery
Critically, Apple also has the right business model: it can sell barely good-enough devices at a premium to a userbase that will buy simply because they are from Apple, and from there figure out a use case without the need to reach everyone. I was very critical of this approach with the Apple Watch — it was clear from the launch keynote that Apple had no idea what this cool piece of hardware engineering would be used for — but, as the Apple Watch has settled into its niche as a health and fitness device and slowly expanded from there, I am more appreciative of the value of simply shipping a great piece of hardware and letting the real world figure it out."