That is, if they develop and produce something nearly impossible - a wearable glasses-like (in terms of size and weight) headset that can project color images non-multiplicatively overlaying the reality in user's eyes. If they had somehow figured that out (I'm no expert, but I don't think anyone did - at least I haven't heard anything) and if there's a decent SDK then 3 grands is a discount price for such a device.

But if it's yet another VR headset, it won't work. Camera passthrough is a gimmick that even with most advanced eye tracking and fanciest foveated rendering provides merely a limited approximation of AR that only leads to headaches and eye strain. Despite the article's claims such devices won't be worn all-day on a regular basis.

Apple is also all about being a closed ecosystem, and if the open VR/AR/XR community struggles with content, then Apple is not magically pulling out ton of quality apps (of any kind) out of some hat. I assume its "killer" app would be some AR assistant that would provide various additional contextual information at a literal glance. And then maybe some AR/XR game, maybe something like Ingress/Pokemon Go on steroids. But for an assistant, it has to be smart, and Siri's intelligence is a joke... so I'm skeptical it will be worth the money at launch.