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They need to release a Steam box with fixed hardware so that optimisations are possible and you don't get any driver issues etc. Then release a new hardware combination every year, with the abilty to upgrade the one from last year.

They could also do three hardware combinations for say $400, $600 and $800. Then every year a new $800 is released and the rest goes down in price and the old $400 is replaced. They could also do this every 2 years but then you would probably have to go to $1200 to $1500 for the most expensive model to make ik future proof. Or just replace al three models offcourse, but then you probably get to many hardware configurations to optimize for.