Enlarge / A LEGO app using Apple’s new ARKit features. (credit: Apple)

Augmented reality (AR) has played prominently in nearly all of Apple’s events since iOS 11 was introduced, Tim Cook has said he believes it will be as revolutionary as the smartphone itself, and AR was Apple’s biggest focus in sessions with developers at WWDC this year.

But why? Most users don’t think the killer app for AR has arrived yet—unless you count Pokémon Go. The use cases so far are cool, but they’re not necessary and they’re arguably a lot less cool on an iPhone or iPad screen than they would be if you had glasses or contacts that did the same things.

From this year’s WWDC keynote to Apple’s various developer sessions hosted at the San Jose Convention Center and posted online for everyone to view, though, it’s clear that Apple is investing heavily in augmented reality for the future.