https://arstechnica.com/gadgets/2018/06/arkit-2-why-apple-keeps-pushing-ar-and-how-it-works-in-ios-12/

Augmented reality (AR) has played prominently in nearly all of Apple's events since iOS 11 was introduced, Tim Cook has said he believes it will be as revolutionary as the smartphone itself, and AR was Apple’s biggest focus in sessions with developers at WWDC this year.