It will be interesting to see how Apple prices and frames this device. $3k is an enormous price tag that would limit its adoption to enterprise (which isn't a big market today) and the richest Apple fans. So either the rumored price is significantly off ($1.5k = still expensive but more within reach of gamers and prosumers) or Apple thinks its headset is so revolutionary that it will win over many businesses that don't use mixed reality yet today.

I also expect Apple to frame this as an AR device that can also do VR (rather than the other way around). In other words, if it's an AR device that is 10x better than Hololens 2 and slightly cheaper, they can capture that existing (small) enterprise AR market today and grow that market much larger.