Actually, Microsoft is turning a profit on Xbox 360's at this point. They enter knowing their hardware will turn a loss so they can get an installed base and sell games. Then, after a couple of years the hardware becomes profitable, and a good chunk of adopters buy when the hardware becomes cheaper anyway. Apple is just now seeing the benefit of more games developed for its OS. I think they'll be happy with that growing for a while.
True, it's not uncommon for systems to turn profit after the first couple of years, as so much is spent on r&d and launch. Plus the materials to build the system become cheaper to produce the more they become outdated (even though they aren't outdated in the specific market; the PPC chips in the PS3, for example, have already started to drop in cost).