Apple are more of a utility company. They don’t usually lead the way on a storytelling front. SnapChat is a storytelling led company with a specific, niche product. Also, Apple is a hardware led company. AR as such isn’t a hardware product. It’s more of a software product, which Apple still lags behind in expertise. VR, sure, but Apple haven’t really conquered the ‘media realm’ yet properly, which is where VR resides in. Big issue with VR as it stands is that it’s hard to (UX) design for, therefore the take up will be slow due to price of kits and lack of killer apps for it. Apple know all of this.