The old FCC Standards kneecapped Atari. I think Atari would have had a much showing against Apple had they not had to have the heavy and expensive cast box inside every 400/800 and the increased cost for "smart" peripherals versus "dumb" slots. Those Atari machines are arguably more technically advanced and capable than the Apple II. The cost of FCC compliance drove up the price and hurt their market share.

I've always thought the whole Apple / aftermarket RF modulator trick was a bit underhanded.