On a whim I purchased a Mattel Viewfinder having never experienced true VR yet (although I came close to trying a HTC Vive, and would have if there wasn't over an hour long line), and see the potential but was expecting much better out of an ironically cheap toy than I had gotten. It's practically unusable for more than thirty seconds but the potential is there. The sad part is I was able to experience the full, horrendous iPhone VR experience in a matter of minutes whereas Samsung devices have the Gear VR, which I hear comes as close to an Oculus Rift for $99 (or even free with deals) as it can. Sure, there are slightly better optics available for the iPhone but not much to do in terms of apps. Samsung devices have a full Oculus app that has features such as allowing them to watch any movie loaded onto the device in VR or even 3D. I would love for Apple to create a complete virtual reality experience and interface on-par with or better than Oculus, but I feel like Apple won't adopt this trend until the iPhone 8 at the soonest. There are some shortcomings with the iPhone now: I don't feel the 1080p LCD display is sufficient and would much prefer a ~ 4K OLED display. Knowing Apple, I feel they'll try to create a better experience then charge $199+ for it rather than $99 as Samsung does. Heck, I'd be happy if they were to partner with Oculus. The future of VR is smartphones since they have the performance and eventually the display to drive it. But I don't feel like waiting another three generations for Apple to make the iPhone capable of good VR. Hopefully it's sooner down the pipeline.