Digital Foundry did some review of MetalFX in Resident Evil Village[1] and was pretty positive about it. (From DF's findings, MetalFX has some problems with transparent texture, but details preservation/restoration are pretty good.)
At a technical level it seems like they could get more console-like levels of tuning for their platforms. Very few chips to support, only a handful of thermal targets, all chips have a common CPU/GPU architecture, all devices have very fast storage. Conceivably they could field a winning platform for competitive gaming.
My guess is they look at Sony & Microsoft and don't see much value in reshuffling priorities to likely just be #3.
Edit: hajile above convinces me that rather than concerns about spending money to be #3 they probably already are in the top few by gaming revenue and could have lots of reasons for not being more aggressive about taking more share.
That seems to be changing though as there are pretty strong supply chain rumors that they are working on AR/VR headsets (allegedly delayed due to terrible market conditions and some supply chain issues). They've also made pretty big investments into their subscription game service.
I think Apple TV is very overlooked by developers too.
There's a lot of processing power in those things. The weak 2021 model has 15% more GPU power than a docked switch (30% more than an undocked switch). The older 2017 model uses an X processor which should give it even more GPU power (almost double an undocked switch). The latest A15 model (with a major price drop vs the previous generation) has more GPU power than the Xbox One S and isn't so far off from the PS4.
Nintendo Switch 500 GFLOPS (docked) 390 GFLOPS (portable)
Apple TV (A10x) 770 GFLOPS (2017)
Apple TV (A12) 580 GFLOPS (2021)
Apple TV (A15) 1500 GFLOPS (2022)
Playstation 4 1850 GLOPSS
Xbox One S 1400 GFLOPS
Apple TV shipments since 2017 seem to be in the 50-80M units range. Compared to 25M PS5, 17M Series X/S, 111M Switch, and 117M PS4, that's a pretty significant number.1. https://appleinsider.com/articles/21/10/03/apple-earned-more... (15.9*0.69=11B)
2. https://www.microsoft.com/investor/reports/ar21/index.html (Gaming: 15,370)
Because no one nows if the platform will be there or not. Apple's commitment to it has been lackluster. And since there are no dedicated controllers, you'll need controllers from a system... that you probably already own, so why play on Apple TV?
The business case on this was a slam dunk. Other companies running virtual product stores with similar terms would have done the same irrespective of how popular Epic's products were.