Apples watch is a mainstream consumer electronics hit. The closest other thing close to comparable I can think of is the fitbits - at least their simple ones. Nobody in AR (or face wearables) is playing in that space at all.

I think "decade lead" is unsupportable. But the article is right that all of their competitors or potential competitors are well behind in some combination of capability in hardware, software, manufacturing, ecosystem. Most of them in all categories.