Two things.
When you buy millions and millions of the same components, Sony is in a very strong bargaining position to negotiate with AMD and pay the lowest possible price for those components. You as a consumer buying 1 CPU or 1 GPU don’t have that power. You are paying retail prices or worse, scalped prices.
The second thing is that consoles are often sold at a loss. Meaning it costs Sony for example $700 to build each console that they then sell to you for $500. They make that money up by locking you into their product and then you buy games and subscriptions.
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