> But the cell phone market was a pretty well-established and sizable market. The AR/VR market is not.

I guess that's one way to look at it.

But compared to what was popular when the iPhone was released (Blackberry, Treo, Nokia), it was the iPhone that jumpstarted what became the modern smartphone market we see today.

Apple is uniquely positioned to usher in the modern AR/VR era, especially if it's true that iOS apps will run in on the headset. Nobody is better than Apple at capturing the imagination of developers.