I think Apple is better positioned with total vertical integration to lay the ground work for the next platform (AR) and has been doing so for years now. They'll ship some hardware when the time is right.
They've repeated this approach since the iPod successfully, never first to market, but laying the ground work before shipping the best in class product.
FB (Zuck specifically) recognizes the next platform and Oculus is a bet to win it. Their issue is they don't have their own phone OS, the Oculus platform they have to build up from scratch (which they've done a decent job doing). They also have a brand issue (I personally dislike their ad-driven business model).
It'll be interesting to see what hardware Apple ships - the UI potential for AR is enormous and very cool. I know Zuck sees this and is public about it, Apple is acting in such a way that they definitely see it - they're just quiet about it until they ship.
Looking at tiny glass displays will be a funny anachronism of our time.