What I don't get about Apple is when everyone else was giving up on yet another VR attempt, moving into AI, they decide AI isn't worth it, and it was the right time for a me too VR headset.

So no VR, given the price and lack of developer support, and late arrival into AI.

It is the same pattern, late on VR, late on AI. Those two tech have a pricing problem. I would guess that Apple is working to create the conditions to make these tech cheap enough to sell it to everyone.