I'll only buy a VR device if it's in the form of glasses, not big goggles I need to strap to my face.
They spent a ton of company resources, weight and power making the wrong form factor emulate the right form factor, and are shipping with zero killer apps.
You can’t even let your friends play with it without getting it re-fit to their head at the Apple Store, which basically kills social/word of mouth marketing. It certainly isn’t a fashion item / status symbol to be seen in public like all their other stuff.
Maybe the “real” product is sitting in the wings and will be ready to ship in a few years, but the current form factor seems like a non-starter to me.
That's ok. That's exactly why they released the 'pro' first.
[0] A random example: https://www.amazon.com/Vision-Driving-Around-Sunglasses-Pola...