Writing on his own personal blog, Nat Brown, the founder and self-proclaimed namer of Microsoft’s original Xbox project, mentioned Apple could quickly come to dominate the gaming sector if the company decided to add gaming capabilities to its Apple TV set top box or the continually rumored Apple HDTV.
Brown continued by saying that Microsoft and other traditional console makers such as Sony failed to understand and capitalize on the potential for living room connected devices. According to him, Xbox’s primary critical problem:
…is the lack of a functional and growing platform ecosystem for small developers to sell digitally network distributed (non-disc) content through to the installed base of Xbox customers, period. Why can't I write a game for Xbox tomorrow using $100 worth of tools and my existing Windows laptop and test it on my home xBox or at my friends' houses? Why can't I then distribute it digitally in a decent online store... like I can for Android or iPhone, or for iPad?
Apple, if it chooses to do so, will simply kill Playstation, Wii-U, and xBox by introducing an open 30%-cut app/game ecosystem for Apple-TV... I will be the first to write apps for Apple-TV when I can, and I know I'll make money. I would for xBox if I could and I knew I would make money.
Source: Nat Brown (blog)