Apple has solved few real world AR problems, which were usually hard for an average app developer to get started with. But with ARKit, apple, is "trying" to do the heavy lifting in terms of plane and object recognition etc.
Another thing is the platform of distribution. People will use AR apps, which will hit the app store after September like crazy. And these same people, will be primary audience for Apple headset.
It's like, before releasing headset, Apple is proving people that you really need a headset to overcome the pain of "continuously" moving your phone in the space.
Also, other OS and vendors will follow the trend and release AR compatible phones/hardware early. The only potential pitfall, I see is, battery usage. If it's properly optimised, I think a large AR wave on smartphones is about to hit.
Just my 2 cents!