To me I always wanted an apple, amazon, tencent etc console. More competition means more content for us.
HAHAHAHAHAHA!!!!!!.... NO!!!! How naive you are.
In the real world, it takes decades and multiple unsuccessful projects for new dev teams to be formed, nurtured and reach a level where they are able to consistently put out great games. This is a fact (ask Microsoft).
Therefore, new entrants into the gaming market will not go through the pains and sunk investment costs needed to create their own stable of first-party studios from scratch. Especially at this point in the gaming industry history, where development and marketing costs are in the hundreds of millions of dollars. There is no way.
So any new company entering the platform race will only buy up the already dwindling supply of existing third-party publishers/developers, in order to have exclusive games.
How is that good for the gaming consumer? It means they need to buy yet another plastic box to play their games on. Fuck that!
We already have MS behaving this way, buying 3rd parties. We don't need Apple/Google/Amazon/Samsung/Tencent doing the same.
We already have to buy our base consoles + Pro version + PC if you really want to be able to play all the games that interest you. No one wants to have to buy even more hardware.
It's a similar reason why PC gamers chomp at the bit whenever a new games launcher is released and makes existing franchise games to be exclusive to that launcher, forcing users to download and use a separate launcher. In this case, however, it's ten times worse, because on PC, having to download and use a separate launcher is free... it's merely an inconvenience. Being forced to buy a new console costs hundreds of dollars.
You have to be dense not to recognise why that's completely shit for our gaming hobby.
And lol at you wanting an Apple console. So, you want to spend $1000 on comparable performance hardware and then $200 a pop for all your peripherals and accessories? Nah... Apple can fuck right off from the console gaming space.