You're wrong if you think they "can't see it".  That's why they fight for their walled gardens.  That's why they will keep throwing mud at the wall to see what sticks.  Oh, the vision pro failed? Consumer Iteration 1 did.  Remember the Newton?  Lead to iPhone.  Not the Motorola phone that had iTunes in it.  Iterations.  We don't even know what lurks in the bowels of Cupertino.  And what lurks is what they're working on to appeal to widest audience possible.  Maybe not you but your family or the kid down the street.  

But what do I know? I haven't had an Apple product since the 3GS.