The article says that Apple has a glasses product and a VR/AR product that sounds similar to a Quest Pro.
So if we look at the glasses product it immediately runs into a lot of issues. Do I want to be wearing glasses? Do I already own glasses? Do I like how glasses look on my face? Wearable tech is very personal especially when it's sitting on your face. At best this is a product for industrial environments.
Then the Quest Pro-like VR/AR product...separate battery pack in your pocket, need I say more? Now compare that experience to an Oculus Quest for $300. It doesn't really matter that the Quest is a less capable product, it's at the right price point and form factor and its strong sales show it.