IMO what makes Apple different and more likely to succeed than Meta is that they are pursuing more concrete scenarios like viewing content in a more immersive environment or spinning up a large viewing surface where you may have none .

Meta's problem is this focus around social interactions which just isn't taking hold apart from a niche audience of enthusiasts. Having tried the Quest Pro, if Meta pursued the remote office collaboration scenario more vigorously which is really quite promising and multiple desktop monitor replacement they would do a lot better

The obvious drawback with the Apple device is price and it's going to have challenges with traction. The enterprise would be a good place to start but that doesn't seem to be Apple's forte