To be fair to Apple, seems Sony is also struggling to shift their VR googles for the PS5. Maybe the mass market novelty of VR is ramping down or is the Meta Quest 3 still selling well?
Each of the newest headsets are disappointing for different reasons.
PSVR 2 is suffering from lack of original content on the PS5 and not making PSVR 1 content automatically backwards compatible - that would make the PSVR 2 a no brainer winner for gaming. Also the fresnel lenses on the PSVR 2 are distracting after you've used pancake lenses.
Quest 3 is suffering from image compression for video streaming and poor battery life. The game catalog / app catalog is large, but has the typical android feel for the apps - never smooth, unified, or polished. But I feel in that the Quest 3 is probably the best positioned right now for the average user d/t most content, no wires, and cost.
AVP is just too expensive for anyone atm, plus they don't have a catalog of VR games, so they are falling behind. If they had maybe 2-3 AAA games at launch, there would be a different sales arc. Not enough apps or content is available.
