Apple also has infamous history in the massive failure of the Pippin from the '90s probably still haunting them, tbh. It was a different era and different management, but that might be something preventing them from jumping into the console space even to this day.
Amazon and Google have already tried entering; Google is laughable and have folded their efforts when they barely got off the ground. Amazon looks more promising but they seem to be in danger territory with Luna. The issue with both is that they don't have a console alternative to provide for the main market.
They are banking too much on cloud gaming when even Microsoft are weighing it as a push to complement their Xbox console devices and native versions to run on PC systems. It's not the time for a cloud-only gaming solution on the market; you NEED to have a system in the market for native non-cloud gaming to put forth a truly legitimate ecosystem offering to gamers at large.
So out of Amazon and Google, whoever's the first to design an actual console to release on the market for customers to buy online & brick/mortar stores, will be the one that becomes a viable competitor.
We just aren't quite there yet with streaming. I'm not the pickiest, so for me, I've had a passable experience with PSNow (haven't tried Xcloud yet). With that said, even for a non picky user there are some latency issues that do effect gameplay, I feel like I've had some unnecessary deaths in Avengers, just due to timing issues with the platforming. LOL
But, like you said, I can live with that as just an add-on since I'm about ready to packup my PS4 and send it to a new home and probably won't have a PS5 until mid-gen. As a primary gaming platform there is still a ways to go for sure.
All that considered, I can see all the potential streaming players wanting to get in position now so that if the market gets more favorable (the latency issues are eased via heavier usage of leo satellites, etc.) they are right there to pounce on those opportunities. Should definitely be easier for MS, Sony and Nintendo to gain trust in that area since they've all been in gaming for a long time now.