It seems like the last few years have generally had a technological backlash with worries about both invasive spying and surveillance capitalism on the one hand and mental health issues (especially in teens) sprouting on the other.
So it seems strange to react to all that by offering a product that glues a computer straight on your eyeballs. Now of course Meta has already been going down that road, but let's just say that company doesn't have much to loose in the reputation department.
To be fair, Apple seems to have made a few interesting design choices. They seem to have gone out of their way to create an illusion of two way transparency to their headset making casual human communication at least theoretically possible (although how much conversation you can have with someone actually wearing these due to distraction is an open question - if it's like trying to talk to someone on their phone that it will be at best half their attention).