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EA - They would have a near monopoly on sports games, and plus having them be first party they would be forced to put more effort into them. They also have big games like Need For Speed, Medal of Honor and Mass Effect.

Activision - They are also massive and have series like Call of Duty and Guitar Hero which would become exclusive to their console. And having them be first party they would be forced to make them good, maybe Infinity Ward does Call of Duty and not Treyarch?

Apple - For obvious reasons. They already have iPhones which have some good games and they have laptops/computers. Why not make a gaming console and use their strong brand name to sell consoles.