Nintendo.
Make a top notch console.
Have no gimmick too it, but feel free to add random accessories to see if they catch on (Ala Kinect). If they fail, that sucks, but your console will not be stuck with iPad wannabe controller.
Make the games you do. Invest in 3rd parties.
Will you be Sony? Nope. Will your console be more popular and have a dedicated fanbase (ala Gamecube) YES!
psn- tokila
add me, the more the merrier.