I just remembered an Apollo CDP player that I bought having the same problem. The trouble had occurred in shipping. In this case, all I needed to do was loosen the screws holding the faceplate, and then realign the faceplate to the proper position. I hope that you might have a similar situation.
And sometimes when this happens, you can check the alignment by pushing the button up as you push it in. Of course, it may be sticking in any number of other possible positions, so try each direction to push the power button away from the sticking point as you push it in. Worth a try.