Not the app, the retail presence. The Apple Stores have proved enormously valuable when Apple enters a new hardware product category.

I can understand this being a differentiator to other AR/VR products, but that is not exactly what the comment I replied to said, they said the “killer app” was the ability to buy it at an Apple Store. Short of a few folks with too much extra cash and curiosity, just being able to try it before you buy isn’t what I would refer to as a killer app. The “killer app” is what gets the main market populace to the store to even consider it.

I’m squarely in the target market for the Meta Quest, but the fact I have no way of trying one before I buy, even just for a few minutes, is my main blocker for getting one.

This is particularly important for a) new product categories where customers aren’t yet sure they want/need it, b) products that “fit”, or don’t, and c) expensive entertainment products. These headsets are all three, so it’s really important.

Apple’s retail presence could solve this.

Meta has a free 30 day return policy

That's typical for most products like that but it doesn't solve the problem. The issue is only partly "will I like it" or "will it fit me", for which a free return policy can help (but not fully solve), but a lot of the issue is "why would I want this". If you walk past one in a shop and can give it a go you're much more likely to overcome that than spending £300 on one and having to go through the return process.

Aside, I hear a lot more about free returns from people in the US. In the UK they are seemingly near-universal, but there is significantly less willingness to return outside of specific categories such as clothing. I have a little experience working in a retailer (as a software engineer), and US return rates were far higher than UK/EU return rates, and this was apparently considered typical.

I've bought underwear with a longer return period.

The entire purpose of the Apple Stores were to be a showcase where Apple controlled the narrative.

It has been one of Apple’s competitive advantages since 2001.

How many people are going to spend $3500 on a device that by definition you have to try on in person to see if you want it?

Are you not familiar with the iOS ecosystem?