For companies like Snapchat parent Snap, the approach has been to continue developing phone AR ahead of physical glasses. That's still Snap's approach, even with AR glasses already in the hands of developers. Snap is working on more ways to scan the real world and overlay it with AR in its app-like Lenses on the Snapchat app, and moving some of those tools over to developers for its still-not-ready-for consumers AR glasses.
...But Snap's approach also has an interesting wrinkle: creating unique face filters and AR effects to be used in other apps. Your avatar -- or your cat face -- could travel cross-app, in a sense.