As an avid gamer of consoles since their inception (I've never been any good with keyboard and mouse but I love my PC/Mac MMO's), I can tell you that I've seen my fair share of companies come and go. This is an extremely competitive market and one where even kings (Nintendo) fall when they do not evolve with the times. For most companies, it is daunting to even consider stepping into this market. Not so much for Apple.
They were introduced somewhat accidentally to the gaming market. I don't think anyone, even Apple with their crystal ball, expected the App store to take off the way that it did. It literally changed the computer landscape forever. One unexpected outcome of the App store is the popularity of Apple's gaming segment. More than 101 million U.S. consumers now engage with mobile games. That is a huge chuck of consumers that Apple has their hands on. The market research firm, Newzoo states that IOS devices combined generate 84 percent of all revenue from either the Apple App store or the Google Play store. If you need any more proof, look at Rovio's revenue of 106.3 Million in 2011. Thats an independent developer people.
The strength of Apple's gaming market comes in the form of the casual player. My home screen is full of folders and apps. Many of which I downloaded, tried once, and never opened again. There are those few however, the ones I've spent money on, that drive me to open and reopen. Often times these are casual games that I've heard about from friends and family. I consider myself a hardcore gamer but the majority of iOS games I play are casual. The device is literally meant for pick-up-and-play. A gaming buzzword that has been around forever. iOS devices were designed with this philosophy, somewhat accidentally stumbling on this gaming holy grail. 
The casual market is where Apple already has traction. There are already games that airplay over to the Apple TV. The iOS device becomes the controller and the console. If Apple were to standardize some features and work with developers to really streamline "console" gaming for the masses. They could be on to something special, something unheard of in the industry, becoming so accessible, the hardcore and casual are equally attracted.
They already have a tremendous cut of the market. For years companies have been trying to find that sweet spot of gamer, how do you cater to the hardcore and casual alike. For the hardcore you need solid games, solid controls, and solid community. Apple has some pretty good games, they need to work on controls a bit, and they have begun to develop the community with Game Center. They just need to fill it out a bit.
The casual gamer is easy. That is 90% of what the app store and gaming apps are currently. It is what the majority type of gamer that the average iOS gamer is. I'd be willing to bet the casual gamer wouldn't even consider themselves a gamer. To test, just ask the aunt that always destroys you at Words With Friends.
Apple has proven that they are willing to evolve. Imagine a "console" every year to keep up with technology, with solid games and a solid community. Everyone already has the console. Even grandma. The community is already there. They just need to refine it. Big name developers have proven their commitment to the platform. Apple just needs to respond with equal commitment in this very competitive space.
All of the pieces are there. The games. The devices. The people willing to become a part of this community. Apple just has to take the leap. They have the magic bullet, they just need to pull the trigger.
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