Apple needs to purchase a studio, with known IPs. That way there’s no licensing, and people can get excited about Apple Arcade. It’s hard to create new memorable characters from scratch.
Easier said than done. Buying a studio would cause so many issues
For one, the buying price would be big. Game development isn't cheap, and the bigger the studio/publisher, the more expensive. Microsoft paid a billion for Mojang, 8 billion to get all of Bethesda, and then 80 billion for Activision, Blizzard, and King. Hell Sony just paid almost 4 billion just for Bungie.
Secondly, comes the elephant in the room: Exclusivity. When you pay a big chunk of change like that, you're gonna want a lot of those IPs exclusive to your platform. Now while this will cause disgruntled gamers, on consoles and PC this isn't that big of an legally issue since that's a highly competitive market, and console exclusives get PC releases now. On Mac and iOS...then it becomes a problem. Because of the mobile duopoly, having something like Madden become exclusive to Apple devices becomes an issue for so many reasons. For one, the series thrived being multiplatform. Making it exclusive to Mac and iOS would alienate the majority of the high paying customers who would leave and go play something else due to the high cost of getting a Mac and iPhone over a gaming PC or console. Then comes the competition angle of it. Apple's already in a lot of hot water over anticompetitive behavior regarding right to repair and restricting app distribution and payment services on their mobile devices. Buying a major publisher like EA would cause the US DOJ and EU to immediately get involved and potentially block the deal.
And lastly is just the main fact: Apple is severely out of touch with the game industry, to the point Tim Cook on court record admitted he didn't know what Valve or Steam was, the biggest gaming market platform on the planet who they had as guest speakers during the main WWDC 2016 keynote. To Apple, buying a game studio/publisher would just be a waste of money.
I say all this in regards to the growing rumors Apple's in talks to buy EA. if they're gonna buy EA, they're gonna have to have those games be multiplat outside of Apple's platforms or else the purchase is gonna be trouble with antitrust regulators and a massive loss of revenue from gamers. No one wants to spend over $2000 on a Mac they don't want just for a handful of games they used to be able to play just fine on their Xbox or PC. Plus bear in mind Apple Arcade requires all games to be compatible on an iPhone, an iPad, and a Mac. Microsoft has Xbox Game Pass and PC Game Pass as separate entities for a reason.