Apple seems to begin to focus on Virtual reality, while it keeps entertaining and encouraging Augmented reality technology. At the WWDC 2017, Apple announced the launch of the world's largest AR platform, ARKit, which will enable developers APIs to usher more AR experiences into the iOS devices. Apple seems to be taking a cue from the already established tools of AR experience, which are available in smartphone cameras, processing and interface, for example, the popularity of Pokemon GO seems to substantiate the point.
On the issue of AR vs. VR, Tim Cook, CEO of Apple also had to say something which he expressed in an interview with Good Morning America last year, "My own view is that augmented reality is the larger of the two, probably by far, because this gives the capability for both of us to sit and be very present talking to each other, but also have other things visually for both of us to see."
Marking an important shift during the WWDC 2017, Apple gave time to VR for the very first time, where it acknowledged the importance of the technology. Previously, the company expressed the least interest in the VR technology, which led to market speculations that the technology, perhaps, was not perceived as something which can sustain in the future. While there was nothing substantial that was being offered at the event, Apple noted how their iMacs were powerful enough to support the VR technology. Apple also launched a new version of Metal, which can be used to develop the VR technology. While it does not offer anything at present, it does keep the hope alive for future.
While it is lagging behind from other tech companies, who are grabbing the opportunity, that VR offers, for their products, Apple seems to be taking small but firm steps with "a MacBook Pro attached to a black, toaster-sized Sonnet external GPU chassis," which as reported by news portal TechCrunch would bring VR development to macOS. There have been attempts to integrate VR technology into Apple products like Valve's addition of SteamVR beta for Mac devices.
Other products, that have been developed on the latest VR technology like Vive or Oculus Rift, seem to challenge the notion that VR is a dicey field to get into. However, Apple is focusing more on AR right now, while keep working on VR for future, rather than giving it a total miss. For Apple, VR experience seems to come coupled with desktop-powered experience rather than a smaller cell-phone powered technology, which might be an indication of its future plans.
