People who watch technology closely — especially those optimistic about VR and AR — are scratching their heads this week trying to understand how Apple “undersold” those features so significantly.

At the Apple September Keynote, there was no mention of VR at all despite the iPhone X being the first device from Apple to use an OLED screen that would likely be ideal for completely immersive virtual worlds. And with AR, Apple showed its most advanced iPhone making use of its 2015 purchase of Faceshift. This technology enables intricate facial expressions to be transferred in real-time onto a cartoon character. Apple demonstrated it by animating poop and other emoji.

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