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."
(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.