I touched on this elsewhere, but it’s my belief that Meta has largely fumbled its strategy with the quest.
In short, outside of games it’s not a very appealing platform. It’s underdeveloped, with a middling SDK and shoehorned-Android UI that isn’t great for much except games, but despite this Meta thinks it’s good enough for developers to willingly lock themselves into their tiny walled garden. Enthusiast users aren’t too interested in the Quest as a platform either; see how many use the standalone Quest headsets exclusively for PCVR (including myself) — why buy games on Meta’s platform which is almost certainly seeing its demise sooner than later when the same games can be owned on the proven Steam instead?
Meta has also been weirdly rigid, with an inability to read the climate and roll with the punches. Their metaverse stuff has all fallen flat and yet they press forward with it instead of embracing what is working and moving in that direction.
And of course, Meta has a less than sterling reputation, being Facebook. A lot of people are reluctant to spend money to invite an array of Facebook cameras into their homes.
Apple is unlikely to suffer any of these problems to any significant extent. Their attempt may also fail, but they have a lot more going for them.