can't win them all

(you) can't win them all

A phrase said, often as an attempt at consolation, when one has lost or failed to achieve a desired result, especially after previous success. "Them" is sometimes abbreviated as "'em." I know you're disappointed to have the lost the game, but you can't win them all, honey. A: "I'm sorry, I know you worked really hard and were expecting an A+." B: "Eh, can't win 'em all."
See also: all, win
Farlex Dictionary of Idioms.

(You) can't win them all.

 and (You) can't win 'em all.
Inf. a catch phrase said when someone, including the speaker, has lost in a contest or failed at something. (The you is impersonal, meaning one, anyone. The apostrophe on 'em is not always used.) Mary: Gee, I came in last again! Jane: Oh, well. You can't win them all. "Can't win 'em all," muttered Alice as she left the boss's office with nothing accomplished.
See also: all, win
McGraw-Hill Dictionary of American Idioms and Phrasal Verbs.
See also:
  • (you) can't win them all
  • can’t win em all
  • can’t win them all
  • You can’t win ’em all
  • You can’t win them all
  • you can't win 'em all
  • you can't win them all
  • money, winning, etc. isn't everything
  • (something) isn't everything
  • winning isn't everything
References in periodicals archive
We battered them in the last 20 minutes but you can't win them all."