What does Apple see in it ?
They are investing heavily in AR/VR and they have a proven track record in new product categories e.g. smartphone, tablet, headphones, watch.
Once the technologies improve such that the glasses/headsets are light and small enough then it's going to be something you can bring and use everywhere. And then the popularity will increase which in turn will attract developers. Repeat this cycle a few times and you have another $100+ billion App Store business on your hands.