My company does some AR/VR development on behalf of customers along with more traditional web/mobile app development. We've done quite a few at this point and been successful from an internal point of view that we can concept, design and develop a high-quality product at a manageable cost. That being said, I see us struggling mightily to come up with an experience that's actually compelling in any way. We've got customers lining up asking us to help them get on this bandwagon and I see nothing but eye candy designed for a 30-second moment of joy and no real utility. I've seen some really cool experiences being built, but they're still mostly gimmicky and serving a tiny niche.

There's rampant speculation that Apple will deliver a glasses experience where Google already failed. I think this is possibly the last chance for AR to get traction before going back to the shelf for another 20 years.