Not only they can’t sell the device at a loss, but also they have to use Windows for driver compatibility.
What’s holding back the Steam Deck, and the whole gaming on the go, it’s x86. For the rest, it’s x86 plus Windows plus drivers.
The one to win will be who makes a tightly coupled device that’s also efficient. Apple is good at that, but has nowhere near the catalogue than Steam and lacks a Steamworks SDK.