Stop us if you’ve heard this one before - according to the newest round of unsourced and presumably totally inaccurate rumours, Apple is looking at entering the video games market again with a brand new console. It’s a tale almost as old as Apple’s comeback; once every few years, along will come someone who will talk about Apple exploring the potential of a brand new gaming console.
So here’s the thing - we’re not going to explore whether or not this report is accurate. It almost certainly isn’t, and it doesn’t deserve more consideration than that. What I do find interesting, however, is this rumour’s resilience, particularly when juxtaposed next to Apple’s immense brand value and ability to totally dominate any market they enter. The question I want to explore is: would a hypothetical new Apple console actually gain any traction in the market?
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