your major customers end up with stale product lines 3-4 years behind on major releases, with only minimal change refreshes or nothing at all. their customers in turn get frustrated and impatient, putting your major customers' market share and brand loyalty at risk. said customers know you're an unreliable source for a significant product component, a shell of your old self, so they wisely plan efforts to design their own replacement component to be manufactured by someone else, in order to be rid of the dependency impacting their bottom lines. low and behold, they start making impressive gains in designing their own replacement component in a lower power device market, to start, that is has good power/performance ratio, eventually becoming a clear performance leader in its class. Before you know it, their replacement component is nearing entry-level desktop class performance and you can start seeing the writing on the wall for Intel... when the industry's dominant leader in a particular component for decades starts losing traction to, and get outdone by, competitors that have not been in the same space for nearly as long, you know that leader is in trouble over the long-term unless trends change.
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So then Intel has nothing to worry about. Obvious b---s--- fake news is obvious b---s---.
In reality, what is stopping Apple to switch to their own processors is that they would need a new OS X version to support them. And as is an open secret in the industry, the project to create an ARM OS X was a complete and utter failure and was killed very unceremoniously several years ok.
The ony thing that stop fruity company from switch is volume.
Apple has 10nm custom cores for Macs? Out of curiosity, what drugs are you taking to come up with that kind of fantasies?
Fruity company already has 10nm custom core for MACs up and they look frighteningly good. Whether they move this year or wait till next on 7nm will depend on the huge price concessions they have asked from BK that is being reviewed. If the price gets out intel will be totally screwed as Dell, Lenovo, and HP will be kissed beyond belief.
Tipping point has passed!