Not too many AR apps have succeeded, only because the massively-available AR hardware is not here, yet. The phone with a camera is not it. You can only do that much within that paradigm.

The moment (hopefully it's coming) we have (relatively) normal-looking glasses capable to perform like the Magic Leap's headset (haven't tried it - only judging by the publicly available info and investments), that's when handheld devices become obsolete and that's when we will see AR pick-up and win.