World lens has been around since 2010
Layar since 2009
https://techcrunch.com/2009/08/17/layar-proves-the-augmented...
Yelp Monocal in 2009
https://www.youtube.com/watch?v=mZyOZBqI8FM
ARKit is still the same hold your phone up to do AR. Why is it different now ?
Because it doesn't require hardware and it's incredibly accurate...
Not to mention execution: my experience with Layar is that it was pretty shit for the most part. Wordlens was cool, but it's not like I can just build an app that uses Wordlens' tech, and even if I could, it would be, well, Word Lens. Not AR in the broader sense.
Everything I've seen from ARKit seems much more solid and much more practically useful than the 'floaty overlay that roughly stays in place' glorified tech demos I mostly see.