Unfortunately for Apple the obvious market for VR/AR is industrial rather than consumer and whilst their devices are popular in those instances, they are not exclusively popular in them.

The one device Apple does price and market directly at industry is the Mac Pro. This might give us an indicator of where Apple intend to take the headset but at the same time Apple have yet to play their hand and might have given up on that market altogether as the Mac Studio/Macbook Pro are good enough.