AR, like it has been depicted in sci-fi where digital objects can be placed within the real environment in the users full field of view is very hard to do and is decades away, if even possible.

What some companies call AR today isn't, it's just a HUD. Those will all fail.

In the near term the opposite of real AR: "passthru-VR", for lack of better term with cameras taking in real world and merging it with a digital VR world, have a chance of becoming popular.