As iOS 11 rolls out, and a flood of augmented reality apps hit the market, the category faces a risk of a letdown. Apple is already featuring AR apps in a dedicated section of the iOS App Store and in the process hoping to educate consumers of the benefits. As we have observed before when Apple releases a new technology that developers can take advantage of and in return, Apple may feature their app; these developers flood the market with ideas. Some of these ideas are good, and some are not so good. It is this flood of applications that, while necessary, could lead to some technological letdown.