Apple's latest keynote proves we still don't know what to do with augmented reality

Apple's Craig Federighi during WWDC 2018; a virtual electric guitar sitting on the table next to him.

Apple has been one of the bigger proponents of augmented reality (AR), but the company is still struggling to find a solid reason why the consumer should care about this nascent tech.

As modern virtual reality (VR) started making its baby steps a few years ago, Apple clearly articulated its belief that AR, not VR, will be a staple technology in our future. This vision made perfect sense back then, and it still ...