As for Sega, its parent company, Sammy, has been posting losses for the past few quarters. Unless they have a guaranteed printing money scheme, they will likely have Sega stick with software.
As for Apple, they are already incorporating gaming into the iPod, so I would say this is them testing the grounds. I would guess they will enter the handheld market, as that only has two major competitors right now, and Microsoft evidently finds it's better to go 3rd-party when it comes to handhelds.
A flashy-first game is awesome when it comes out. A great-first game is awesome forever.
Plus, just for the hell of it: Kelly Brook at the 2008 BAFTAs