Personally, I think you are right in that VR will sell to gamers, particularly those with mid range and high end rigs (IE, probably the only people that would call their computers "rigs").
The casual gamer is likely to be impressed should they see a decent VR system in action, but unlikely to be able to afford (or justify) the expense required for the headset and a PC powerful enough to do do it justice.
It's also worth noting that beyond games and entertainment, it is difficult to see a use for VR outside those industries though. It's use in enterprise is also limited by the fact that by definition, someone using VR is unable to see anything outside the helmet.
AR has the advantage that it can display objects as if they were in the real world. This means it's entirely feasible that, say, a field service engineer can use it it to view mantenance instructions while actually maintaining the machine. For instance, I've been told that ThyssenKrupp are looking at using the Hololens to enable their lift engineers to look up Life maintenance manuals while fixing the lift. It could also be feasibly used in conjunction with something like Skype, so enabling people to communicate and, Kingsman style, appear to be in the same room. If you have executives that spend most of their lives flying all over the world in Business class, then even the £3,000 or so Microsoft charge for an Enterprise Hololens suddenly starts to look cheap.
For consumer AR, I suspect the Skype style virtual presence system I describe above could also be a selling point, but the main use is probably in gaming and entertainment.
In both cases, there may be a potentially hefty cost to implement AR on a desktop or laptop computer.
With regard to Apple's action, assuming the market does take off, including AR support by default in iOS 11 gives them a massive advantage. They already have a potential audience of millions, that they can sell apps to.
Don't get me wrong. I have access to a Hololens at work, and the geek in me loves being able to wear it, and pin webpages to the wall as if they were posters. I am also actively looking for ways we can use it in our day to day work. I also have access to VR headsets (Gear VR, Vive and Rift) and love them. I'd also love to be able to buy my own Hololens and Rift for home use (although at home I'd get more use from the Rift), I just think the potentially expensive dedicated hardware will be over taken by phones that have AR support, as people can more easily justify spending hundreds of pounds on a phone (which has uses even if the VR and AR don't take off) than they can on a device that may be obsolete in a year.