I didn't see anyone mention this, but while this headset depicts the outside world when you are wearing it, you are viewing a camera feed of that world. True AR would be like google glass where it is a piece of glass with data projected onto it. Apples thing recreates the world around you and then adds in the applications, you are viewing the world through a filter.

It could also just be marketing too because it seems like they are trying really hard to not make this look like some nerd shit.