Are they actually running the Apple playbook in reverse? It seems to me that they're actually running Apple's playbook pretty squarely, just in another domain.

First-gen product that seemed to not know where it's going? Check.

Continued quiet iteration behind closed doors despite first-gen being a flop? Check.

Sticking with the product line over many years, where most other companies would have written off and thrown in the towel? Check.

Multi-pronged GTM strategy where other products prove out key bits of next product? Check. (see: SteamOS and Proton setting the stage for Steam Deck, which in turn sets the stage for Steam Machine 2)

Deep software-hardware integration in ways that are highly salient to users? Check (see: foviated streaming for Steam Frame, Steam Deck "just works")