I actually think this is a fairly strong possibility.
I'd have to see how good it is before I buy. I hate and like apple. Some of they're stuff is awesome and some just suck. Mostly because they just segregate everything so much. They are also more high end/luxury than anything else.
Both their segregation practices and their pricepoints etc don't transfer well at all for a venture into the gaming industry.
To succeed they'd have to change company policies and practices at least for the gaming division. They do that and they have a shot.
I too wanna see sega make another console. They need to make a ton of games and some amazingly great selling flagship games to ever have the money to attempt this again. 
I trust microsoft more than apple though. That's why I prefer MS. You can trust they're gonna do everything to give you the best experience and aren't afraid to make the tough decisions. Money....is no object.
