WI/AHC - Ultra Competitive Videogame Console Wars

While the subject of Videogame Consoles has come up a number of times, what if the Videogame Console Wars became even more ultra competitive and over-saturated compared to OTL from the 4th-5th generation onwards up to the present day?

And what would be the best way to bring about a scenario where Nintendo, Sony and Microsoft / Xbox find themselves still competing against ATL ultra competent rivals such as Sega, Atari, SNK, Amstrad, Commodore, Apple, etc?

Inevitably there may still be companies that decide to throw in the towel even in this ATL though it would be interesting to explore a Videogame Console Wars where there are no clear cut winners and its consequences, particularly on consumers and the overall video game culture.
 
Sega somehow stays alive (maybe they get some help from Nintendo and Sony to stay afloat and their next console does as well as the PS2) alongside Atari and have Nintendo do a bit better now (though they're doing really well as is).

Maybe apple buys a console system (Apple Atari perhaps?)

You then have 5 options for consoles.

I think you probably have companies pushing exclusives even harder than now, with maybe some companies forming alliances and pacts given the types of games they sell.
 
In the case of Sega was thinking they have an earlier 32-bit Sega Neptune (under the Sega Genesis / Mega Drive 32X name) replace the Sega Genesis / Mega Drive from around 1993 prior to an alternate earlier Dreamcast being from 1996, which would subsecquently spawn 4 generations of Dreamcast.

Like the idea of Apple buying Atari though wonder if Apple would want to use their name or establish a new clean sheet brand instead (e.g. under their "i" brand), perhaps another large company we have not yet considered instead acquires Atari and gives the latter the means to remain competitive in the Console Wars.

Like the idea of Amstrad being aligned with Sega and from the 1990s essentially producing an earlier 32-bit Sega Jupiter followed in the mid-1990s by a cartridge-based 64-bit version of the real-life Sega Pluto, yet unsure whether they would survive beyond the 2000s up to the present.

That just leaves SNK, Commodore or any other potential players in the Console Wars.
 
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