https://www.theverge.com/2017/9/13/16302770/apple-underselling-augmented-reality-arkit-iphone-x

One of Apple’s most interesting new mobile updates is an augmented reality toolkit called ARKit, which will show up on iPhones and iPads next week with iOS 11. Even before the official release, developers have used ARKit to realize some pretty clever ideas. But yesterday, ARKit felt like a minor sideshow to the big news of the day. Where Apple was effusive about augmented reality earlier this year at WWDC — and competitors Google and Facebook have steadily stressed it as a sea change in human-computer interaction — yesterday’s event made it feel like an extra perk. Writer and VR / AR evangelist Robert Scoble called it “totally undersold,” with “no effort at explaining why Apple's new OS is bringing a new world to us.”

But right now, that might be a smart idea.