They are lucky that no one decided to compete with them. They have some features that aren't otherwise to market yet. So their price is less obviously bloated. If other headsets had been positioned to directly compete, they would have been able to do so at the 2000$ price range.

Overall, any new company entering the market is good news. VR is finally ready for normal people. Quest 3 basically crossed the line to being worth recommending as a virtual monitor alone, not to mention all it's other capability.

So at this point, more exposure of what VR is now can only be a good thing. All it's missing now is being considered a normal thing to do. The more "normal" companies making VR headsets, the better. As long as their headsets don't suck. Cuz even if I wouldn't want to use it anyway, it getting bad press still affects the rest of VR.

I don't care if it's over priced, as long as it doesn't end up having any glaring issues. People lamenting that it's too expensive are at least still interested, and can be redirected to a more reasonable headset. And even if only influencers end up having the apple headset, as long as they like it, it's a net positive for the whole community.