i only want sega back in console market
I do to but realistically it's not gonna happen.
TBH I think the big reason why is because people are afraid of more industry acquisitions and consolidation, which is fair. If you're a new company stepping in as a platform holder, and you need content for your ecosystem, well companies like Microsoft have shown that you can go after massive 3P publishers to satisfy that need. I know that Embracer and Tencent have been making moves prior to 2020 in that regard, but they haven't really purchased any massive gaming publishers, and they don't have a product ecosystem (be it console or centralized proprietary service) they're using their content as leverage to gain market-share with (i.e they rely on the established ecosystems that already exist between Sony/Nintendo/Microsoft/PC/mobile).
OTOH, if there's one company with the tech & resources to really do something that could positively disrupt the market, it's probably Apple. Their forays into core gaming so far kind of remind me of Sony's with developing the sound processor for the SFC and creating the Sony ImageSoft label for games, building up experience in making & publishing games on other platforms like the Sega CD before finally rolling with their own console a few years later. Apple's movement isn't 1:1 the same, but there are similarities, and lately they're pushing for some big strides in encouraging more core games into the macOS ecosystem. They've been working with developers from the core gaming scene for Apple Arcade with games like Fantasian and Yu Suzuki's upcoming game. They're rumored to be looking into purchasing EA. The signs of interest are there.
Ultimately thanks to the fact they make their own silicon and already have a stable of known product lines, I can see a few years from now Apple just decides to make a "premium" Apple TV device in the $400/$500 price bracket with specs comparable to what you can probably expect 10th-gen consoles to try and aim at matching (or surpassing). A top-end Apple TV device they can advertise as playing a growing list of core AAA games between it and their Mac line of laptops and desktops, with some packaged controller plus support for other controllers, probably a media remote, large enough internal storage for game downloads, and being able to purchase games like RE Village instead of just needing to sub to Apple Arcade to access them (which wouldn't be possible with new releases anyway, unless Apple pays a lot of money to publishers for it). It could probably also have support for whatever VR/AR device they're working on (supposedly) as well.
The release timing I think would be the potential disruption, because while I don't see 10th-gen consoles launching until near the end of this decade (2028 earliest), some type of Apple TV device that's potentially more capable than the rumored PS/Xbox mid-gen Pro refreshes could definitely launch around the same time as those, say 2024-2025. Even if it ultimately got outsold by those (I don't think it would, TBH), Apple could still depend on loyal customers to support it and knowing them it would not so much lead in marketing as a gaming device but more so a very capable premium entertainment device that can also play current AAA games.
Of course I think the real question from there though is, would Apple invest in actual game software development internally? I think they would at least continue to fund and sign deals for some exclusive content like they've been doing for Apple Arcade, but actually developing their own AA or AAA 1P software? That's ultimately still an unknown. It's not like they lack the money to do so, but that's the least complicated part of the equation. Which is why if that's their aim, the quickest route would be to acquire a publisher.
And that takes it back to the acquisition side of things, something a lot of people are tired seeing happen. Personally, I think it depends on who's doing the acquiring and at what frequency. I don't think a company like Apple would need more than a single publisher, I don't even think they would probably feel the need to keep all of that content exclusive. So you would see them do basically what Microsoft is looking to do now with ABK, or Sony with Bungie, and if Apple were smart they'd keep exclusivity locked down to only the more obscure or any brand new IP.
Regardless, it's a really interesting potential and I think more people need to pay attention to what Apple's doing WRT gaming more closely, and seriously.
Going from the Switch to the Xbox or vice versa always takes me a little time to adjust to the reversed face buttons.
