I think the difference between VR and 3D Movies is gigantic in terms of potential and experience. Already the VR experience is much more immersive and will continue to grow in that regard in the future. Of course there are people who dont care much about Virtual Worlds. And it might not have the mass market appeal, as for example a smartphone, in the near future and thats why its not really interesting for Apple. I think they go for products that basically could be for everyone. VR right now is clearly aiming at the gamer crowd, maybe the movie buff crowd. But that might change in a couple of years.

Me as a gamer, though, or somebody who is still interested in that, anyway, I must say I am exited :)