They matched it part for part wherever they could , i know we all got ADD so Ill skip to the end. Came out to $680 BUT they gave themselves a 10% percent bulk buy discount and 10% parts prices discount for a final price of around $540
Pricing the PS4, or How You Can Skip the Wait and (Kinda) Build One Today - Forbes
By the time the console hits in November-December, prices will have come down, so lets give ourselves a 10% discount. And Sony, we assume, can buy in bulk. Even with a custom CPU from AMD, they can probably get a better price than any of us can, so lets assume their buying power nets an additional 10%. Sony probably arent going to be trying to make a profit with Microsofts Xbox 720 looking to eat their lunch, so we can guess that Sony will sell the console at cost.
When you math it up, 20% off $680 means the PS4 should cost you around $540 this holiday season.
Thats within the range predicted, at the higher end, so we figure its a reasonable estimate. If Sony want to be aggressive, they can obviously go lower, but this is likely the upper bound of what it will cost Sony to actually make a PS4.
Pricing the PS4, or How You Can Skip the Wait and (Kinda) Build One Today - Forbes