They're going the wearable route starting with Oculus which is the main reason they missed Wall Street's short term expectations. AR in the form of glasses is their end goal, with Apple trying to cut them off by next year at the latest.

imo Apple will help Meta by helping make XR more socially acceptable, along with Apple's premium pricing which locks some people out. I do not believe VR's current form factor is socially acceptable right now. Even if you remove problems such as cost, tech complexity, and even the toxicity surrounding Facebook's brand; the masses still will not accept it until Apple ships their solution.