Intel knew that Google and Apple were both developing chips... Intel ignored this for more than a decade. I participated in the corporate strategic meetings way back in 2004 - 2006 timeframe where senior managers conducted analyses and senior managers (VPs) concluded that these customers would not be successful at designing and making chips...
We can see what's happening now. Intel is in big trouble on many different fronts. AAPL will soon be a larger semi-con manufacturer versus Intel. TSMC and Samsung have already defeated Intel. Intel's days as a monolithic undefeatable monopoly are over for sure.