>a focus on the living room experience with a high end movie theater experience

One of my biggest impressions watching Apple's trailer was that this paints a big target on televisions and home theater hardware in general.

If the experience is executed well, it would be much cheaper (yes, really) and easier and simpler to just get Apple's VR goggle instead of a TV and peripherals that will infuriate you.

Clearly we live in interesting times.