I think one of the biggest risks is overselling the product, is creating expectations they can't live up to.
They probably could have gotten some AR iOS apps ported & being neat. But are those things people would really use day in day out? Do they set the right expectation, or are they wow & hype? Apple showed the intended mainline usecases: boring regular everyday stuff. Watching videos, browsing the web. And notably all experiences they & not app devs are in tight tight control over.
So, setting realistic expectations. And remaining in absolute control of the experience.
