Ya.... you would have to have some big, majorly known household name company come out with a new game console at this point in time.
And even then, if they had some of the best first-party games, no guarantee it would be a success. Nintendo, SONY, and Microsoft are so well known and ingrained in our day to day lives, it would almost be corporate suicide to try to enter the market now. Even if, say, Apple tried, it would probably bomb. Regardless of Apple fans numbering in the tens of hundreds (yes, I'm making a jab at Apple here) the only companies I could think of would be, say, Bethesda Game Studios.... If they released a console, it might, and I mean might, do well on name recognition alone... so long as they named it the "It Just Works Box" or "The Toddcade"
Like VALVe with the new GabeBox, err... Steam Machine, will most likely give the Big Three a run for their money, as VALVe is as well known as SONY or the others at this point.