Ads that follow you around in VR. There will be no escape.
Also, Apple will try to make useful things appear in your VR goggles - like showing you how to get home on a map, when in fact you're planning to go out for a drink, or go grocery shopping, or anything but.
This is a terrible article, but the idea is - if not sound, at least potentially interesting.
It's basically enhanced location-aware cognition, taking input from everything around you - sound, video, tactile input, GPS location, event history, AI-enhanced memory - and combining it in real time to produce (checks notes...) "a new class of life-enhancing interactions."
The problem? It needs a lot of moving parts working together seamlessly with better-than-human performance and reliability.
Otherwise it will be a kludgy distracting nightmare of failed meta-everything - like the most annoying and useless intern anyone has ever had, only everywhere.