meta has indeed done amazing things for pushing vr and making it affordable (among many terrible things) but they have an image issue they cant really solve by renaming themselves. Everyone and even their grandma has the phrase "facebook tracks you" or "facebook listens to your microphone" in their mind (regardless of truth). Its not enough for people to drop facebook or apps they already incorporated in their lives, but it will probably be enough for people resisting adoption of something you put on your head and changes what you see. It has a completely different place in peoples mind and has an entirely different psychology than a phone in your pocket. So apple with their (false) image of privacy and strong fanbase might just be the thing that pushes vr to mainstream.