Yes consoles are expensive. A apple console would be more expensive (800$?) What does an normal mp3 player cost? They are not so expensive like an iPod. Thats not a problem for me. Apple is a company that makes high price (and high quality) products. Look at the cost of the iPhone. Apple hardware is placed and market as luxury, different, cool, stile. You have to pay much money for that. I don't think it would work in the console market. 

 AMD: Money is not that big problem. They loose money, but they don't lose it with operational business. They lose it, because they buy and invest. 

 Intel: Well, as far as i know they don't get a piece of the pie at the moment, am i right. The CPUs and GPUs are coming from AMD (ATI) and IBM, right? If Sony/Microsoft succeed in getting the "Home computer" in the living room, they could have a problem, therefore they could be interested in investing in that market.

For the brandname thing. Don't think a new player has that kind of problem. Microsoft has a problem because it had a BAD name in europe(exept UK) and no games for Japan.  

LOL I think we all know Google's machine would be free, but supported by ads... like all over the place...

If the PS3 outsells the 360, which I am very sure it will by a great deal, i think MS will have to stop due to their stock holders. I really don't want another company in the console race if MS drops out. I would be a lot more into gaming if it was just Sony and Nintendo making good games like the days of PS1 and N64. I had both and enjoyed both. When MS came in they made it to dam expensive, because you had to get a third console, and IMO they are what has lead to Nintendos down fall. If MS backs out I think we will see Nintendo start making games that are more towards the mature audiance like the days of the 64 again. So I would have to say good by MS and please close the door behind you. Let Sony and Nintendo split the market and give us the best of both worlds.

Google's commercial model would be interesting. All games are 20 dollars but filled with product placement, load times with ads, and commercials between levels. I'm not sure how I would feel about that.

Actually, I think it is up in the air which one of the two (sony MS) are going to bite the dust right now and it's probably going to take one more generation of consoles before we find out.

Sony has the Playstation brand going for them and a couple of decent IPs. They've lost alot of the exclusives they once had and the sales of their current system are sluggish for the moment. Their wildcard is the Blu-ray player. If Blu-ray wins the console war and they manage to put together a decent online offering, you can expect them to win over MS.

MS has X-box live, Halo, and Rare. Other than that they have no exclusives but they do have a larger install base and will be holding on to that lead for at least another year. If sony fails to overtake MS and MS gets more elclusives or takes more from Sony. Then (as much as I'd hate to see this happen) MS will keep on trucking and take Sony out.

All of this is MO of course and I am by no means qualified to make these assumptions. :)

Interesting idea. Virgin moght be able to pull that off, if they so wanted to, I mean they are already as diverse as Multimedia Shops, Music Studio, Trains, and even space flight! So they probably have the ability to go into an extra market, although, as they have no experience with electronic hardware/software, as far as I know, it would be difficult for them to design their console.

I personally don't think Apple would be able to pull it off, I mean one of their major features is their design, and it would be difficult to stand out from Nintendos very sleek looking Wii and DS, even the PS3 looks sleek (depending on viewing angle), so they wouldn't be able to add anything there, whereas, before Apple, no PC or music player tried to look good. However,  I would love it if they went Sony's way, and tried to gain control of the living room, because I would love the irony of Apple helping to make PCs obselete in the living room =P

I see Apple trying their hand at the handheld market before they tackle consoles.

And a little company called Sony too :)

I'm sorry but your reasoning is really out of wack. Nintendo aint going nowhere. Their business strategy just won't permit it. Nintendo will be in the gaming industry until the industry is no more. ..... it seem your forgeting that there was once a time when the big 2 where Ninty & Sega and Sony was laughed at for thinking they could even attempt to play with - the then - big boys.

Ding, ding, ding, ding! Tell him what he's won Johnny.