From here:
If true, they may succeed where Google failed.
Certainly ties in with Cook’s thoughts on Augmented versus Virtual Reality.
Also ties in with the direction that one could take with the Airpods, I’ll be especially interested to see where they take this and if they can make it more ‘fashionable’ then the current development iteration of the Hololens - which, personally, I think has huge potential in certain enterprise areas.