I can't even believe I'll say the following, because it is in line with what Tim said previously, but it's not quite the same.
An iPhone is sold at a profit on day one. All the R&D and manufacturing improvements, the materials being "eco" friendly or whatever new buzz Apple is trying to generate, every iPhone users pay for that.
Now this is a multitasking device, which funnily enough at its core is a "phone", an almost forgotten feature.. Apple might get a user to commit a lot of money on Apple Arcade, maybe iTune music/movies, App Store games, App Store business/work apps, or maybe just fucking nothing, maybe the user is using the phone and text messages and that's it.
Sony/Microsoft/Nintendo sell the console at crazy low prices, for sure they take a hit on losses initially, maybe a bit less Nintendo as they kind of did their thing for 2 generations of not being cutting edge.. but the point remains, they expect that a gamer buys a console to play games. They make money on games being sold. Maybe after 2~3 years when yields get better and tech advances that they'll profit on console sales, but by that point R&D is already bleeding money for the next gen.
Now I'm not saying Apple should get 0, but clearly we cannot compare consoles and smart phones.
Console makers selling hardware at a loss is not good justification for a full 30%. The console companies have always had a licensing fee for that purpose (closer to 10%). Consumers are also paying monthly/annual fees for their online services (services that are free everywhere else in the industry).