Honda makes the Ridgeline and they have essentially zero desire to compete the truck market. Every other truck out there is better than the Ridgeline. But Honda doesn't make it for everybody - they make it for individuals and families who just want a Honda with a pickup bed and they don't really focus or care to compete in the 1500 market-space.It's true. It's why Apple lost in the TV streaming stick market and in the smart speakers market. Other companies were willing to sell at break even or low margins or even at a loss in order to make money through other ways.
It'll be tough for Apple to win in the VR market unless its devices are significantly superior.
I imagine it's very similar for Apple and the AppleTV. They make it for the people who want to stay in the apple ecosystem and gaining additional market share is just lagniappe.