I think I understand your confusion, maybe I can clarify things and perhaps the website needs to show this more clearly: You can see our headset as an affordable HoloLens or Magic Leap, using the power of your smartphone. We try to achieve the same for AR as what Google Cardboard did for VR: make it accessible and affordable to build interest in the industry.
We have made apps available that work with our headset for people to see or showcase 3D model creations in AR or have some fun and see what 3D AR is all about. However we have made the tool (SDK) to build apps available for other developers so anyone, like yourself, can build a 3D AR app that works with the headset.
Does this clarify things?