All these VR efforts are anticipating hardware advancements that make AR/VR glasses that are similar in size and form to sunglasses. I can't believe any of these companies (Microsoft, Apple, Nintendo, Facebook, et c.) genuinely think that AR on a phone/handheld or big ol' VR goggles are going to take off, especially since both aren't exactly new and both remain very niche—but solve that hardware problem, and those glasses will, 100% for-sure, be the next "smartphone" in terms of changing the role of computing in our lives, and any company not ready for it risks being left behind.