Because they can't?
People were making a lot of noise about Sony retroactively removing functionality not too long ago.
But even if we accept the bogus argument that a console (a behemoth CPU with 100s of watts of power available) is not a general purpose system, that's not relevant:
Why should a company have to go through Sony or Microsoft's stores to buy games for their console? What makes consoles somehow different from phones? - I would put money on the primary apps people buy from the App Store being games?
Claiming the Sony/MS make a loss on console sales isn't relevant either - firstly because they're charging ~30% on games with an average sale price in the region of $60 they make up that "loss" very quickly, secondly neither company expends significant (any?) resources developing features for their consoles once they've been sold (vs. Apple that is still providing major updates and functionality to devices 5 years after they stopped being sold)