Apple

They're literally not even calling it VR. The focus is all about AR (labeled spatial computing), which is a space that basically doesn't exist because nothing on the market can handle it without massive deal breaking compromise. The goal is the same as the iPhone, though, democratizing app development. Their AR tools on phone lower the barrier to entry enough that solo developers can make and ship AR-capable apps far more easily than they could otherwise, and that's what they're leaning on.

The Vision Pro isn't the mass market device. It's an enthusiast product/devkit. But there's nothing comparable to put it up against. The space can't develop with insufficient hardware, because low resolution in the display or any meaningful latency or quality drop to the passthrough are showstopper flaws to anything but games and movies.